2023 - Roth's Fresh Markets trying TV ads

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2023 - Roth's Fresh Markets trying TV ads

Post by SamSpade »

Roth's is running some quick (probably 15 second) TV ads that are a branding campaign for their stores, on their local freshness.

I guess Pattison is invested in 'em. Not sure if this is replacing print publication / direct mail marketing money in some form.

(Edit) Their YouTube Channel has samples; maybe these are being used online as well. (there's even an :06, which is an important "impression delivered" length for video ads online.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by Super S »

Roth's has had TV ads in the past, some which featured Orville Roth himself. They have not consistently advertised though. Most of their locations are toward the Salem area, with the closest to Portland being in McMinnville. Salem is on the southern end of the Portland TV market, and there are many places where Portland TV reaches which do not have a Roth's close by. Not sure how effective these ads will be. WinCo for instance tends to only run TV ads during a store's grand opening, and QFC does very little if any TV advertising in the Portland area.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by kr.abs.swy »

I've been seeing those ads on KGW in Central Oregon (via a translator). They are paying a lot of money to reach a lot of people who are many hours from a Roth's store. The Portland TV market stretches from Astoria to Baker City and from Albany to north of Vancouver. They are getting as far down the coast as Newport.

Super S wrote: January 13th, 2023, 8:20 am Roth's has had TV ads in the past, some which featured Orville Roth himself. They have not consistently advertised though. Most of their locations are toward the Salem area, with the closest to Portland being in McMinnville. Salem is on the southern end of the Portland TV market, and there are many places where Portland TV reaches which do not have a Roth's close by. Not sure how effective these ads will be. WinCo for instance tends to only run TV ads during a store's grand opening, and QFC does very little if any TV advertising in the Portland area.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by Super S »

kr.abs.swy wrote: January 13th, 2023, 9:42 am I've been seeing those ads on KGW in Central Oregon (via a translator). They are paying a lot of money to reach a lot of people who are many hours from a Roth's store. The Portland TV market stretches from Astoria to Baker City and from Albany to north of Vancouver. They are getting as far down the coast as Newport.
Oregon is interesting with TV coverage and translators. Bend does have their own stations but they are lower powered and don't really reach far outside of Bend, and I am not sure how far west Boise stations reach. There are also stations in cities further south in Oregon. Salem doesn't have their own TV stations. This might make some sense though if the commercials also air on local cable channels in the Salem area.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by jamcool »

Often the small town cable company will insert ads for the businesses in that area (especially car dealers )replacing ads from the big city markets.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by storewanderer »

Roth's must think they will get divested stores out of Safeway/Kroger.

This will be a bigger bomb than Haggen was. Roth's has lower quality products than Haggen at similarly high prices (maybe even higher now). Using Supervalu/UNFI as supplier. Same old story.

There is zero synergy between Roth's Canadian owner and the US stores. They have to have a completely separate supply chain due to the labeling requirements (other than on a few brands like P&G who make the labels compliant in both US and Canada).
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by retailfanmitchell019 »

storewanderer wrote: January 14th, 2023, 12:28 pm Roth's must think they will get divested stores out of Safeway/Kroger.

This will be a bigger bomb than Haggen was. Roth's has lower quality products than Haggen at similarly high prices (maybe even higher now). Using Supervalu/UNFI as supplier. Same old story.

There is zero synergy between Roth's Canadian owner and the US stores. They have to have a completely separate supply chain due to the labeling requirements (other than on a few brands like P&G who make the labels compliant in both US and Canada).
They'll probably get some divested Albertsons/QFC stores left in Portland.

Jim Pattison could try and bring their Western Family brand down to the US. The Canadian Western Family brand has no connection to the American Western Family brand (now phased out).

This reminds me of when Sainsbury owned Shaw's. They got no private label from Sainsbury. Shaw's used Topco as their brand supplier until Albertsons bought them in 2004.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by storewanderer »

retailfanmitchell019 wrote: January 14th, 2023, 12:54 pm
They'll probably get some divested Albertsons/QFC stores left in Portland.

Jim Pattison could try and bring their Western Family brand down to the US. The Canadian Western Family brand has no connection to the American Western Family brand (now phased out).

This reminds me of when Sainsbury owned Shaw's. They got no private label from Sainsbury. Shaw's used Topco as their brand supplier until Albertsons bought them in 2004.
They do not have rights to the Western Family name in the US. Those rights are still with TopCo. They would need to get TopCo to abandon its rights to the name in the US.

Then if they did get the rights they would have to re-do all of the packaging for a relatively small number of US Stores. It would not be worth it. They would also need a warehouse. If they were to get a Safeway warehouse their best bet would be to go ahead and just use Food Club private label from TopCo.

Also that Western Family program they run in Canada is so poor (mix, label presentation, pricing), they would be better off with Supervalu/UNFI private labels.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by babs »

storewanderer wrote: January 14th, 2023, 12:28 pm Roth's must think they will get divested stores out of Safeway/Kroger.

This will be a bigger bomb than Haggen was. Roth's has lower quality products than Haggen at similarly high prices (maybe even higher now). Using Supervalu/UNFI as supplier. Same old story.

There is zero synergy between Roth's Canadian owner and the US stores. They have to have a completely separate supply chain due to the labeling requirements (other than on a few brands like P&G who make the labels compliant in both US and Canada).
This is a stretch. This is probably nothing more than a clueless exec thinking they needed to run a TV play. If they were really interested in a marketwide branding play, they would either rebrand their Chucks Produce stores in Vancouver or dual brand the ads.
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Re: 2023 - Roth's Fresh Markets trying TV ads

Post by storewanderer »

babs wrote: January 15th, 2023, 6:12 am
This is a stretch. This is probably nothing more than a clueless exec thinking they needed to run a TV play. If they were really interested in a marketwide branding play, they would either rebrand their Chucks Produce stores in Vancouver or dual brand the ads.
Chucks doesn't have a full grocery assortment though and no real drug assortment at all, since they aren't a full line conventional grocer. So it would be difficult to tie Roth's and Chucks together for marketing purposes. Also completely different perimeter programs between the two.

Waste of money but must be hopeful they need to spread awareness of their name in case some divests come available for them.

I wouldn't use the Roth's name on divests either. I'd probably bring that Save-On Foods name down from Canada and use it. But it is probably all a moot point as the likelihood of this merger going through appears low and the likelihood of this group buying divests is also questionable.
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