After almost a year of back-and-forth, it appears United Natural Foods, Inc. (UNFI) is holding onto its CUB and Shoppers banners for a little while longer. Last month, CEO Steven Spinner divulged, in a Q&A session at BMO’s virtual “Farm to Market” conference, that the wholesaler was delaying the sale of these banners—and the DMN team can't help but wonder if it's because CUB is embarking on a new digital marketing strategy that could reinforce its grocery standing. Last week, CUB announced that MSP-C will serve as its new digital marketing agency of record
"We've been searching for the best agency to help us transform our digital presence and to better serve our shoppers," said Darren Caudill, CUB Senior Vice President of Sales, Marketing, and Merchandising. "We found that in MSP-C. Its passion for storytelling really spoke to us, as did its ability to reach consumers in ways that matter most in our communities—all while driving sales for our organization."
CUB's latest marketing move marks the first time the Minnesota-based grocer has selected an outside group to lead its digital marketing efforts, according to a press release. The partnership will span CUB’s 78 stores across the state of Minnesota.
The grocer and the marketer kicked off their partnership on May 4, with both planning on enacting a new strategy and execution for CUB’s websites, app content, design and UX, email and loyalty programs, brand campaigns, social and paid media management, and digital OOH.
"Grocers are at a pivotal moment, and we're incredibly excited to help CUB define and build its digital future and drive sales at shelf," added Kate Rogers, MSP-C Vice President of Digital Strategy. "We know that consumers continue to depend on value, safety, and trust in grocers, and CUB is poised to deliver on all counts with many great stories to tell. Our team is a passionate bunch, especially when it comes to food and community service, so the chance to be a part of such a digital transformation is really a dream project. We can't wait to roll up our sleeves."
Will CUB’s new marketing partner help it strategically bolster its standing in the competitive retail market? And how will this new partnership affect UNFI's decision to divest this banner? Deli Market News will continue to report.