June 6, 2024

Smart & Final Partners with Chef Roy Choi for Rebranding Campaign

Smart & Final, the iconic Los Angeles-based grocery retailer, has unveiled its newest partnership with celebrity chef, Roy Choi. This partnership launches a rebranding campaign that celebrates the brand’s unexpected variety and superior customer service. The campaign also introduces the company’s new tagline, “Where Else?”

Developed in collaboration with Davis Elen Advertising, the brand’s first TV campaign in seven years is currently airing across California, Nevada and Arizona with six initial TV spots and will also appear in print, in-store, out-of-home and digital media throughout the year.

The campaign tells the Smart & Final story through the eyes of Super Associate Alex and three signature customer personas – Supermom Selena, office manager Brenda and celebrity chef Roy Choi – to showcase the brand’s vast product assortment, unique items, club sizes, farm fresh produce and longtime partnerships with businesses of all types, illustrating why shoppers prefer Smart & Final.

Choi’s involvement was key to telling the brand’s story from the perspective of a well-known restaurant chef/owner and frequent Smart & Final shopper. A Korean-American raised in Los Angeles, Choi pioneered the modern food truck movement through his Kogi BBQ truck. In 2020, Smart & Final became the first retailer to carry his now famous line of Kogi brand sauces.

“I’ve been a Smart & Final customer since day one, and this campaign really feels like destiny fulfilled,” said Choi. “Good food should be available to everyone no matter where they live, and Smart & Final is an affordable, convenient grocery store for people feeding their families as well as restaurant owners like me.”

“This campaign is all about reintroducing Smart & Final to our loyal customers while inviting new ones to visit our stores and experience why Smart & Final has been in business for over 150 years,” said Matt Reeve, Senior Vice President of Marketing, Merchandising and Private Brands for Smart & Final. “We’re focused on presenting our vision for Smart & Final as a grocery destination for everyday moms, small businesses and celebrities like Roy, who all appreciate Smart & Final’s affordable, quality selection of produce, meats and grocery essentials.”

View all the campaign spots at Smart and Final and follow @SmartFinal to learn more.

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