Rezults: To remain competitive against such giants as Loblaws, President's Choice and A&P, Lanzarotta needed to offer their independent grocers a private label that would stand out as “belonging” to each individual retailer.
Our strategic branding and positioning featured “Our Very Own” encouraging all grocers to feature this label on their shelves. The entire marketing campaign included a new corporate trademark, 15 package designs, trade and consumer ads, plus various in-store promotional materials. Not only did Lanzarotta increase its distribution network of independent grocers, all retailers saw a marked increase in sales.