Private Label Buyer

Exclusive Retailer Spotlight: Carrs Dives into PL Frozen Seafood Promotions

October 26, 2011

Carrs, a subsidiary of the Pleasanton, Calif.-based Safeway, has been diving into private label frozen seafood promotions, heavily promoting private label frozen seafood in its weekly advertisements, according to an analysis of weekly print ads for the 52 weeks ended Oct.22, 2011, provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).



Carrs, a subsidiary of the Pleasanton, Calif.-based Safeway, has been diving into private label frozen seafood promotions, heavily promoting private label frozen seafood in its weekly advertisements, according to an analysis of weekly print ads for the 52 weeks ended Oct.22, 2011, provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM).

 

The retailer saw private label frozen seafood account for 71 percent of its overall frozen seafood advertisements for the current period. Private label accounted for 23 percent of Carrs’ frozen seafood advertisements in the prior 52-week period. Frozen seafood products were featured in 2.43 percent of Carrs’ ads in the latest 52-week period.

 

Private label cheese saw the biggest decrease in promotions during the current 52-week period at Carrs. The cheese category dropped 7 points, accounting for 60 percent of Carrs’ overall cheese print advertisements in the latest 52-week period. Private label accounted for 67 percent of Carrs’ cheese advertisements in the prior 52-week period. The category was featured in 1.72 percent of Carrs’ ads in the latest 52-week period.