Private Label Buyer Blog

‘Buy Theirs, Get Ours Free’

July 1, 2014
/ Print / Reprints /
/ Text Size+

In an interesting expansion on trialing tactics, Stop & Shop will again promote its store brands through a “Buy Theirs, Get Ours Free Challenge.” During the weeks of June 29 and July 6, and again the weeks of July 27 and August 3, when customers purchase select national brand products, they will get a free comparable, NBE Stop & Shop product. Ideally, this allows the shopper to perform their own side-by-side comparison of the products—a bold move by Stop & Shop, indicating a strong benchmark of quality built into their private label products. The retailer first ran this promotion earlier in the year, and Judi Palmer, director of marketing and external communications for Stop & Shop noted that “it was very successful in introducing a large number of customers to Stop & Shop brands. We’re hopeful that once a customer tries an item and realizes it is as good as or even better than the national brand, they will return to our stores to purchase these products again and again.” Promotion of the deals includes highlights in its weekly circular and on the home page of its website. In-store promotion of the deals includes weekend sampling of Stop & Shop private label products in all stores.

The promotion is heavy on summer-friendly items like barbecue sauce, fruit juice, chips and other snacks, lunchmeat, and sunscreen.

Stop & Shop noted that its Own Brands have been reformulated in recent years to improve upon taste and quality, while still offering affordable prices. Formulation decisions stemmed in part from customer feedback.

I like this approach, fearlessly pitting your own products against leading national brands, and look forward to hearing how the promotion went.

You must login or register in order to post a comment.



Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px