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Roundy's, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Roundy's Supermarkets, Inc., headquartered in Milwaukee, WI, is one of the Midwest's oldest and largest grocers. The company owns and operates 154 retail grocery stores in Wisconsin and Minnesota under the Pick 'n Save, Copps Food Center, and Rainbow Foods banners. In addition, Roundy's operates three distribution centers, all in Wisconsin

Main Telephone (414) 231-5000
Main Fax (414) 231-7939
Primary Address
Post Office Box 473
Milwaukee, WI 53201-0473

Roundy's, Inc. Contacts

Contacts (5/9)
Name Title State
Michael M. President WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (414) 231-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 473
Milwaukee, WI

Don F. Group Vice President & Chief Merchandising & Marketing Officer WI
Pat M. Group Vice President & Chief Information Officer WI
Michael T. Chief Financial Officer WI
Don R. Executive Vice President, Operations WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Roundy's ******
Roundy's, Inc. *****
Copps *****
Pick 'n Save *******
Rainbow Foods ******

Agency Relationships

Brand Agency Service From To
*******'* ***** ****** ******-******** AOR - creative 2015 present
*******'* ***** ****** ******-******** AOR - creative 2015 present

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Q2 Media Opps: Grocer Roundy's taps new AOR to lead advertising for Mariano's, Wisconsin banners

Subject: TV, radio, outdoor, digital, online, social media

Brand: Roundy's, Milwaukee-based grocer with 149  stores under the Pick 'n Save, Copps and Metro Market brands (Wisconsin banners) and Mariano's Fresh Market stores in Chicago and the surrounding burbs (Chicagoland)

OpportunityAfter implementing a plan to focus on growth in Chicago and Wisconsin (research reportedly expected to launch in late spring. Ad spending is expected to increase substantially for 30-unit and rising Mariano’s, so Chicago and Wisconsin area ad sellers should be all over this now. Mariano’s has relied on word-of-mouth since getting it’s start in 2010, but execs say it’s time to utilize advertising,  including TV and radio for the first time.

Additional Insight

Incumbent: Minneapolis-based Preston Kelly was AOR for Roundy’s since 2005 and Mariano’s since 2010, according to The List.

Scope of Work: Using teams from its Chicago headquarters and Milwaukee office, C-K will  here). Since 72-unit Dominick’s closed shop in 2013, rival speciality grocers have been rushing to fill the void. 

Marketing Strategy: Started in 2010, Mariano’s has relied primarily on word-of-mouth, social media and the press around its aggressive expansion (has more than doubled from 13 stores at the end of 2013). Kantar Media reports that Mariano’s, put $1.1 million towards measured media last year through Q3, more than it spent annually in 2013 and 2012.  The majority of these funds went to print and direct mail around new store openings. Also, in Q4, the grocer launched a billboard campaign throughout Chicagoland to reach new shoppers. 

Roundy’s, Inc.
875 East Wisconsin Ave.
Suite 100
Milwaukee, WI 53201
(414) 231-5000

Don Fitzgerald
Chief Marketing & Merchandising Officer 
(414) 231-5000

Dana Schueller
Senior Marketing Leader – Mariano's
(414) 231-5000