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Kroger SE ad 1/17-1/23 - WeUseCoupons.com
-$1/2 Jennie-O Turkey Store Product SS 1/03 Beef USDA Choice Boneless Ribeye $4.99 lb Boneless Beef Chuck Roast $1.99 lb Pork Boneless Pork Loin $1.69 lb Pork Rib Tips 99¢ lb Heartland Hickory Smoked Ham Steaks Bone In $1.99 lb Fresh Whole Picnic 89¢ lb Boneless Pork Tenderloin $2.49 lb Seafood Wild Caught Raw Shrimp, 16-20ct., $5.99 lb. Tilapia Fillets $2.99 lb Week Long Deals Jumbo Cantaloupe $1.38 ea Fresh Blueberries 6 oz $2.50 ea Texas Red Grapefruit 50¢ ea Clementines 5 lb box $5.99 ea Ready Pac Baby Romaine, Bella Romaine or Baby Spinach 5-10 oz $3 ea Georgia Grown Pecans 12 oz, Shelled Walnuts or Almonds 16 oz $3.99 ea Cashews 12 oz $2.99 ea Spice World Garlic 69¢ ea Dole Baby Portabella Mushrooms whole or sliced 8 oz $1.67 ea...
[Fly on the Wall] Generic brands get classy with design - (37signals)
In France, Carrefour did exactly the same.
They used to have several generic brands : Carrefour (of course), Reflets de France (which already had “authentic looking packagings), and especially “numero 1” for the lowest priced products. The “numero 1” packagings were absolutely awful, people were ashamed to be seen buying that stuff :
http://www.carrefourtunisie.com/web/fr/medias/produits/prodn1/CHIPS_big.jpg http://www.carrefourtunisie.com/web/fr/medias/produits/prodn1/essui-tout_big.jpg
What they did receltely, was to drop the “numero 1” brand, and to create a new brand (for quite the same products), “Carrefour discount”. All the packagings of these products are now similar : white background, big crisp picture of the product.
http://www.couleurgeek.com/img/carrefour-discount.jpg
They’ve not been afraid to use the word “discount” in it, even if it is quite badly connoted in French, but I think it is mostly due to the fact that the “Carrefour” supermarkets in France are believed to be intrinsically targeted to the upper class. That’s also why the “numero 1” brand was not very effective : buying these products was considered by many as a social humiliation, like “he’s going to Carrefour like he’s pretending he’s rich, but he can’t even afford Carrefour products – not to mention brand products…”.
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