| Baesler's
Market bolsters store, services to challenge Goliath
- May 26, 2005
With a new development slated
to bring a major super store to the east side of Terre Haute
within the next year, Terre Haute's oldest local food retailer
is ramping up its products, services and marketing efforts.
Baesler's Market is nearing completion of a 10,000-square-foot
addition, including new areas for dairy products, frozen foods
and meats, a full-size pharmacy and four new grocery aisles.
The expansion will be fully operational by Memorial Day.
Along with the unveiling of the addition, Baesler's will roll
out a new integrated marketing campaign, created by MillerWhite,
LLC, that focuses on a theme suggested by owner Bob Baesler
himself: "Life is short. Eat good food."
"Our previous campaign, based on our slogan, ’ÄòFresh Foods
Fast,' started up shortly after we moved into our new Poplar
Street location almost five years ago," Baesler said. "That
slogan helped establish our store as the convenient place
to shop for the best food, the freshest food, and many unique
and special items. This new campaign will build on the momentum
established by the previous one."
"This is the most integrated and most prominently placed campaign
we've done for Baesler's," said Bill White of MillerWhite.
"Our goal is to be proactive in dealing with development on
the east side. Baesler's has a lot to offer, and we're looking
to solidify and grow the store's clientele even as competition
from the nation's largest retailer is anticipated on the east
side."
Using the "Life is Short" theme line, the campaign's colorful
ads and billboards feature Baesler's specialties like fresh
produce and bakery items, the outstanding meat and deli selections,
fresh sushi and many other items not found in local grocery
chains.
Components of the campaign include outdoor billboards, which
have proven successful for Baesler's in the past; radio spots;
television commercials; and two elements that are new for
Baesler's - billboard ads on the network stations and front-page
newspaper ads.
For more information contact Bob Baesler at 232-2498.
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