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Smart & Final Partners With Chef Roy Choi For Rebranding Campaign

Smart & Final logo

Smart & Final, a Los Angeles-based grocery retailer, is beginning a new campaign celebrating its variety and customer service. The campaign also introduces a new tagline: “Where Else?”

The campaign features Smart & Final’s first TV spots in seven years. Airing across California, Nevada and Arizona, the campaign tells Smart & Final’s story through the eyes of employee Alex and three customer personas – mom Selena, office manager Brenda and celebrity chef Roy Choi – to showcase the brand’s vast product assortment, items, club sizes, farm fresh produce and longtime partnerships with businesses of all types.

Choi, a Korean-American chef who pioneered the modern food truck movement with his Kogi BBQ, brings a unique perspective to the campaign. In 2020, Smart & Final became the first retailer to carry his line of Kogi brand sauces.

“I’ve been a Smart & Final customer since day one, and this campaign really feels like destiny fulfilled,” Choi said. “Good food should be available to everyone no matter where they live, and Smart & Final is an affordable, convenient grocery store for people feeding their families as well as restaurant owners like me.”

Matt Reeve, SVP of marketing, merchandising and private brands for Smart & Final, said, “This campaign is all about reintroducing Smart & Final to our loyal customers while inviting new ones to visit our stores and experience why Smart & Final has been in business for over 150 years. We’re focused on presenting our vision for Smart & Final as a grocery destination for everyday moms, small businesses and celebrities like Roy, who all appreciate Smart & Final’s affordable, quality selection of produce, meats and grocery essentials.”

[RELATED: Smart & Final Extra! Store Opens In Temecula, CA]


About Smart & Final

Smart & Final is a smaller grocery warehouse store chain headquartered in Commerce, California. The company offers a variety of quality products in various sizes without requiring a membership fee. Its larger format stores, Smart & Final Extra!, combine the warehouse experience with traditional grocery offerings for a one-stop shopping experience. Smart & Final is committed to its communities through employee volunteer programs and donations to local nonprofits.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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