When Schnuck Markets rolled out the first phase of its "Peace of Mind" ad campaign in January, the 105-store grocery chain pointed to its competitive prices on the top 1,700 items it sells.
Enter phase two and Schnucks is promoting the quality of the products it sells while pointing consumers to the "Schnucks QualityVille" website. Consumers who visit the site enjoy an interactive, multimedia environment where they earn entries to win up to $25,000.
Bob Howard, vice president of marketing
for Schnucks, said the site was designed to provide information to people who
have an interest in learning more about the food they eat. The program runs
through July 3.
"This is the first time we've really talked about the quality side," Todd Schnuck, president of Schnuck Markets, told the St. Louis Post-Dispatch. "We see real differences between what we do and what the competition does and we want to make sure the consumer understands that."
Mr. Schnuck said the first phase of the "Peace of Mind" campaign was focused on making sure that the chain could compete on price with limited assortment grocers, mass merchandisers and supercenters.
"Our statement is that you don't have to go to these other stores for very competitive pricing or for the best quality," he told the Post-Dispatch.