Adams Hometown Market

The Situation

Competition among retail outlets in the Northeast has never been more intense than it is today. In addition to Stop and Shop, Shaw's, Big Y, Shop Rite and Price Chopper, there's also Costco, BJ's and Sam's Club competing for consumer's food dollars. As such, Adams Super Foods, a supermarket company with headquarters in Cheshire, Connecticut, challenged King-Casey to reposition the brand and differentiate it from these key competitors.

The Solution

King-Casey identified a consumer segment underserved by these major competitors, and developed a new Adams positioning and store concept to meet their needs. The new positioning and store concept is Adams Hometown Market, targeted to consumers who demand fresh, quality products, attentive service and the convenience of a neighborhood location. King-Casey developed a new name, logo, store design and merchandising concepts to align with the new brand strategy.

The Results

The new Adams Hometown Market prototype store designed by King-Casey opened in early April, 2004, and is generating double-digit sales increases versus a year ago. Plans are to roll-out this new prototype design to the entire Adams chain

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King-Casey created a new brand identity (logo) and a new exterior/interior design and layout that has reinforced Adams’ new “hometown” positioning while successfully increasing sales and customer satisfaction.