Dive Brief:

• Cub Foods has named MSP-C as its new digital marketing agency of record, according to a press release. This is the first time that the Minnesota-based company has selected an independent agency to develop its digital marketing strategy.
• The partnership will cover website and app content, design and UX, email and loyalty programs, brand campaigns, social and paid media management, and digital out-of-home across 78 stores in Minnesota.
• MSP-C describes itself as an editorially and data-driven content marketing agency that helps brands throughout the U.S. connected with consumers in culturally relevant and innovative ways.

Dive Insight:

As digital marketing becomes increasingly important for retailers, some may find that staying on top of trends, setting and executing strategy is too difficult to manage in-house.

In the press release, Cub senior vice president of sales, marketing and merchandising Darren Caudill explained the retailer's motive behind choosing MSP-C. “Their passion for storytelling really spoke to us, as did their ability to reach consumers in ways that matter most in our communities — all while driving sales for our organization." 

Stepping up their marketing game will help set Cub Foods apart from competitors in the region including Minneapolis-based Target, as well as Hy-Vee, Kowalski's Markets, Trader Joe's, Safeway, Lunds & Byerlys and Kroger. 

Cub is not alone in its decision to obtain outside input for its digital marketing strategy. In February 2019, Kroger began a search for its first agency of record and picked DDB New York for the job. In November 2019, the grocer launched a new brand transformation campaign celebrating its customers and associates as well as a “food-first” culture. The rebrand featured inclusive messaging with the tagline “Fresh for everyone” touching on some of the same community-driven notes that Cub is also pursuing.

For the time being, Cub is focused on managing its stores amid ongoing civil unrest in response to the death of George Floyd. A Minneapolis store located on East Lake Street was looted over the weekend, and a local news report shows a Cub Foods store in Rochester barricaded with plywood and softener salt in an attempt to prevent looting.

In a statement emailed to Grocery Dive, Cub CEO Mike Stigers said several stores have been impacted by rioting and that two have closed for the time being.

"Despite these closures, we are working on creative solutions to take care of our neighbors in addition to having other Cub stores in the area provide food and grocery items, where safely possible, through our online home delivery service," Stigers said in the statement.