Roundy's 'Chairman Bob' touts own brands

MILWAUKEE Roundy's, which operates the Pick 'n Save, Copps and Rainbow grocery stores, has launched a new advertising campaign to promote its private label products.

The company announced Thursday that it has created a series of ads centered around the theme of chairman and ceo Robert Mariano, known as "Chairman Bob" in the campaign, conducting a series of food inspections with help of his "Bobtourage." The campaign, Roundy's said, is to show that all private lable products are approved by Mariano himself.

"I personally guarantee the freshness and quality of every Roundy's product through my signature on our labels," said Mariano. "But my signature is only symbolic of the commitment that all the 22,000 employees at our stores have to providing our customers with the highest quality products. This new ad campaign is our way of showing that we take the quality of our products seriously, while also delivering that message in a lighthearted way."

The campaign features television, radio, print and Web spots, which can be viewed at www.meetchairmanbob.com. The site also provides visitors with information about some of Roundy's 2,500 private label products. approved by Chairman Bob.