Smart & Final, a Los Angeles-based grocery retailer, is beginning a new campaign celebrating its variety and customer service. The campaign also introduces a new tagline: “Where Else?”
The campaign features Smart & Final’s first TV spots in seven years. Airing across California, Nevada and Arizona, the campaign tells Smart & Final’s story through the eyes of employee Alex and three customer personas – mom Selena, office manager Brenda and celebrity chef Roy Choi – to showcase the brand’s vast product assortment, items, club sizes, farm fresh produce and longtime partnerships with businesses of all types.
Choi, a Korean-American chef who pioneered the modern food truck movement with his Kogi BBQ, brings a unique perspective to the campaign. In 2020, Smart & Final became the first retailer to carry his line of Kogi brand sauces.
“I’ve been a Smart & Final customer since day one, and this campaign really feels like destiny fulfilled,” Choi said. “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.”
Matt Reeve, SVP of marketing, merchandising and private brands for Smart & Final, said, “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. 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.”
[RELATED: Smart & Final Extra! Store Opens In Temecula, CA]
About Smart & Final
Smart & Final is a smaller grocery warehouse store chain headquartered in Commerce, California. The company offers a variety of quality products in various sizes without requiring a membership fee. Its larger format stores, Smart & Final Extra!, combine the warehouse experience with traditional grocery offerings for a one-stop shopping experience. Smart & Final is committed to its communities through employee volunteer programs and donations to local nonprofits.
