Roundy’s launches ‘Wisconsin Proud’ campaign

Milwaukee-based Roundy’s Inc. is launching “Wisconsin Proud,” a new Pick ‘n Save promotional campaign to showcase its Wisconsin products and Wisconsin roots.

First opened in Milwaukee in 1975, Pick ’n Save is celebrating 40 years of serving Wisconsin communities. Through its long-standing relationships with farmers, as well as its partnership with the Wisconsin Food Hub Cooperative, Pick ’n Save works with more than 100 local farmers, offering Wisconsin customers locally grown produce.

“We’ve been working with Wisconsin farmers for over 40 years,” said Steve Jarzombek, vice president of produce for Roundy’s. “Being a Wisconsin company, we understand the importance of providing our customers with the highest quality crops and delivering a Wisconsin farm-fresh experience our customers truly appreciate.”

Pick ’n Save kicked off its new campaign with television commercials incorporating local Wisconsin producers and shoppers.

“We wanted to use these ads to highlight our very own Wisconsin farmers, brewers, shoppers and more,” said Don Fitzgerald, group vice president and chief marketing and merchandising officer for Roundy’s. “We’re proud of our local suppliers and thankful for the opportunity to share their quality products with our customers.”

The campaign captures Pick ’n Save’s unique and strong Wisconsin ties, brought to life through in-store signage with a focus on local produce and a voice and tone that resonates with Wisconsin shoppers. Pick ’n Save will convert 10 stores by the end of June and continue the conversion process in its Milwaukee and southeastern Wisconsin area stores through August 2015.

Components of the new campaign include advertisements, billboards, online banners, new in-store signage, social media and new employee uniforms.

Roundy’s has nearly $4 billion in annual sales and approximately 22,000 employees.

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