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The Milwaukee Business Journal reports that Wisconsin-based Roundy's, which operates the Pick 'n Save, Metro Market, Mariano's Fresh Market and Copps grocery chains, "has rolled out its newly revamped ad campaign ahead of Grand Rapids, Mich.-based Meijer's market debut" there this week.

The campaign "plays up Roundy's 'Wisconsin-ness' - and not subtly," using phrases like "our produce has deep roots in Wisconsin. Literally," and criticizing the new competition for being from out of town.

The story notes that "it's an effort to bolster Roundy's Wisconsin base, where Pick 'n Save has dragged down same-store sales even as the company grows its profitable Chicagoland banner, Mariano's. Roundy's predicts continuing losses in the year ahead, with a projected 0.75 percent to 2.75 percent drop in same-store sales for 2015."
KC's View:
The piece also makes the point that Roundy's isn't just dealing with Meijer, but also a bunch of other out-of-town competitors - like Walmart. It is going to take more than a good ad campaign to blunt their impact on sales and profits.