Opportunities:
Wegmans' goal was to develop and introducing new consumer
solutions, such as their Italian Classics products and Meal Solutions.
Challenges: Overcome customer perceptions
that quality meal solutions came only from restaurants.
Solutions: Directed brand-building communications and advertising.
Oversaw the development of package designs,
collateral materials, broadcast and print media advertising, and in-store display
materials. Work included managing the development of Wegmans "What's for dinner tonight"
campaign, which included mouth-watering TV and radio "infomercials" designed to create
appetite appeal, supported by in-store demonstrations and support
materials.
Results: Wegmans realized
incremental sales and profits by introducing these new concepts to customers,
thus differentiating themselves from competitors.
