PR is in our DNA. We understand how to use the powerful communications tools of public relations, giving clients third party endorsement through editorial exposure.
Smart & Final wanted to create awareness for a new emphasis on food, characterized by their value statement, “a passion for food and cooking.” The “smaller, faster warehouse store” was not known as a place to buy quality food; it was well known for cleaning and cooking supplies, sodas, chips, and small restaurant supplies.
SAI crafted a series of seasonal themed stories tied into public and media events for their chef spokesman, Mario Martinoli. Chef Mario was booked for events and prominent media placement continuously, making an average of 3 television appearances per month, throughout their western state markets over a period of two years. Sales increased in stores, and items that were promoted by the chef were sold out, a good indication of the impact.
See also AWFS Case Study