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Smart & Final’s Company Rebrand Focuses On ‘&’

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Last updated on May 21st, 2015 at 03:24 pm

Smart & Final, the company founded by J.S. Smart and H.D. Final, has a new branding campaign that it said places the ampersand (“&”)—already in the 144-year-old company’s name—front and center to showcase its relationship with both its customers and the communities it serves.

The rollout includes print, radio, television and outdoor advertising in select markets and digital outreach now through July 3. The new campaign aims to tell the story of what the value-oriented food and staples retailer has become through its growth initiatives and will highlight the company’s heritage. The “&” in the company’s name is designed to symbolize pairings that give Smart & Final its identity, including warehouse & market; business & households; restaurant quality & low prices, among others. The company strives to offer value and convenience through a one-stop shopping experience and plans to continue offering both warehouse and market products at low prices.


“Smart & Final has a rich history and commitment of inclusion. The ampersand signifies many different components of our company, including the partnership between our founders, Mr. Smart & Mr. Final, treating our customers like friends & neighbors and serving as a warehouse & market,” said Smart & Final CMO Eleanor Hong. “We are rebranding to ensure customers know who we are, what we offer and what we stand for so that they can choose Smart & Final as their primary shopping destination.”

Smart & Final said the thought behind the new campaign is its increasing presence and aggressive store growth plan. The retailer has evolved to meet the ever-changing needs of its customers and this branding better represents those changes, including the addition of natural produce selection and expansion of organic products with the Sun Harvest product line, the company said.

“Our successes are marked by connections,” Hong said. “Households rely on us for the finest meats and freshest produce for their families while local restaurant owners depend on us for the right products, prices and sizes. They will find all of these offerings and more at Smart & Final stores located in the communities we build together.”

For the remainder of 2015, Smart & Final is scheduled to open 16 additional Smart & Final Extra! stores, including three store conversions.

Smart & Final is headquartered in Commerce (located in Los Angeles), California. As of Dec. 28, 2014, the company operated 254 grocery and food service stores under the Smart & Final, Smart & Final Extra! and Cash & Carry Smart Foodservice banners in California, Oregon, Washington, Arizona, Nevada and Idaho, with an additional 14 stores in northern Mexico operated through a joint venture.

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