Refreshing Re-Launch

When Roundy’s asked Blue Chip to support the Grand Re-Opening of their fabled Rainbow branded stores in Minnesota, Blue Chip answered the call with the “Rainbow Re-Fresh” campaign. This exciting platform underscored the “re-birth” of the legendary grocery chain, accentuating fresher perishables, cleaner stores, and a more enthusiastic, responsive approach to customer service.

An extensive promotional campaign blanketed each of the Rainbow Foods trading areas, and included television, consumer sweepstakes, point-of-sale materials, and branded employee participation.

The campaign was colored with the involvement of more than a dozen key manufacturers including Pepsi, Coca-Cola, Kraft, General Mills, Hormel, Johnson & Johnson, and Unilever. The result was an extremely successful re-launch for Rainbow Foods that united the Rainbow shoppers to a more vibrant grocery shopping experience.

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