UNFI's CUB Selects MSP-C as Digital Agency of Record
STILLWATER, MN - Over the past year or so, United Natural Foods, Inc. (UNFI) has considered placing its CUB and Shoppers banners on the market. However, this month, CEO Steven Spinner divulged, in a Q&A session at BMO’s virtual “Farm to Market” conference, that the wholesaler was pressing the breaks and delaying the sale of these banners. And, with reports cropping up in the newswire that CUB is teaming up with its first-ever outside digital marketing agency, the ANUK team can’t help but wonder if UNFI is holding onto CUB for a reason.
MSP-C will serve as CUB’s new digital marketing agency of record, a move that marks the first time the Minnesota-based grocer has selected an outside group to lead its digital marketing efforts, according to a press release.
"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."
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.
The partnership will span CUB’s 78 stores across the state of Minnesota.
"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 breathe fresh produce-forward strategies and new life into the grocery chain and help it strategically in the competitive retail market? And how will this new partnership affect UNFI's decision to divest this banner? AndNowUKnow will continue to keep the produce industry up to date.