Retailer Campaigns

By Scott Setrakian, [email protected]

Who should manage your company's digital ad budget dollars? In an advertising world where digital advertising dollars have now been proven to impact in-store sales, who should own the digital ad budget — the dot.com division, or the stores team?

NEW YORK — Creative agency Kaplan Thaler Group has been tapped to run Supervalu’s latest ad campaign, according to a blog posted on the Kaplan Thaler Group site Monday.

As lead creative agency, the Kaplan Thaler Group’s responsibilities will encompass advertising, digital and direct marketing across all Supervalu banners — including Acme, Albertsons, Cub Foods, Farm Fresh, Jewel-Osco, Shaw’s/Star Market, Shop ‘n Save, Shoppers Food & Pharmacy, Hornbacher’s and Save-A-Lot.

Sharp pricing on an expanded assortment of food and consumables is one way for Target to get customers to shop its stores more frequently, but this week saw the company break out another type of trip generator with the cover of its weekly ad featuring tee shirts and shorts at an opening price point of $3.

At that price, moms have pretty low expectations of quality. Cut and color matter more than the finish work on seams, since the clothes only need to last for a couple months until summer. The garments will be outgrown by next summer and the cycle repeats itself.

CLEVELAND — Glidden announced that on May 21 to 22 it will hold demonstrations at nearly 1,000 Walmart stores nationwide to showcase its exclusive ready-to-go paint testers with built-in brush attached to the lid. The two-ounce paint testers are available in all 306 colors in the Glidden Brilliance Collection palette. 

NEW YORK — Each year, the graduating class of the Master of Professional Studies degree program in cosmetics and fragrance marketing and management at FIT researches and forecasts trends or growth concepts within a specific area of the beauty industry, which they then present to an audience of industry executives.

Target sponsored this year's presentation titled "Beauty For All: Innovations in Mass Retail." On hand to deliver keynote remarks during the event was Will Setliff, VP marketing for Target.

Columbia, S.C. -- Edens & Avant announced Wednesday the hiring of Kerry Cavanaugh as its new VP marketing.

With over a decade in global brand and product innovation management at Procter & Gamble, Cavanaugh will lead Edens & Avant in a new strategic marketing direction focused on brand building and consumer innovation in retail.

At Edens & Avant, Cavanaugh will oversee the corporate and center specific marketing of 124 retail properties located in urban markets up and down the east coast.

Washington, D.C. -- The National Retail Federation Wednesday launched a major nationwide 60-day lobbying, grassroots and media campaign aimed at ensuring that a new federal law saving retailers and their customers more than $1 billion a month by lowering “swipe” fees banks charge to process debit-card transactions takes effect in late July as scheduled.

LONDON — Wal-Mart Stores' Asda division Asda confirmed that it was exploring opportunities to franchise its George at Asda range in markets overseas.

The company expects to announce its first overseas franchising partner in the next few months with the intention of establishing a small number of pilot stores in the Middle East in the first half of 2012.

George currently accounts for around half of Asda’s general merchandise sales and is already a growing global brand through Walmart stores in seven countries worldwide, the company reported.

Many Walmart shoppers happen to be NASCAR fans, so it makes sense that the retailer would host exclusive events around big races in key markets.

In Charlotte, N.C., and Dover, Del., select Walmart stores will offer customers the chance to check out racing simulator machines and stock car displays and enjoy special driver appearances throughout the month of May.

Turns out Shakespeare’s famous line, “A rose by any other name would smell as sweet,” doesn’t quite fit with every scenario. Case in point, Wal-Mart Stores, which, according to Millward Brown Optimor’s BrandZ ranking of the top 20 global retail brands, saw its brand value diminish when it decided to rename its Wal-Mart stores, Walmart.