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COMMERCE, Calif. — Smart & Final Stores Inc., a retailer that caters to both households and businesses, has launched a new branding campaign that calls out the ampersand in the company’s name.
Smart & Final Stores Inc., a retailer that caters to both households and businesses, has launched a new branding campaign that calls out the ampersand in the company’s name.
"Smart & Final has a rich history and commitment of inclusion," says chief marketing officer Eleanor Hong. "The ampersand signifies many different components of our company, including the partnership between our founders Mr. Smart & Mr. Final, treating our customers like friends & neighbors and serving as a warehouse & market. We are rebranding to ensure customers know who we are, what we offer and what we stand for so that they can choose Smart & Final as their primary shopping destination."
The branding campaign (including print, radio, television, outdoor and digital advertising) aims to tell the story of what the value-oriented food and staples retailer has become through its growth initiatives, and will also highlight the company’s heritage.
The company was founded by J.S. "Jim" Smart and H.D. "Hildane" Final in 1914, and in 1953 their company merged with another grocery retailer with an even longer history, having been founded in Los Angeles in 1871.
According to Hong, the "&" in the company’s name symbolizes the powerful pairings that give Smart & Final its identity. Those pairings include: warehouse & market; business & households; restaurant quality & low prices.
