In addition to having a new logo, Wegmans has fantastic weekly circular flyer ads, the best in my opinion. It becomes obvious when you compare them with other grocery chains. Although some of the others are getting better, the Wegmans one has one thing that they don’t, White Space.
Most circulars make the mistake of trying to sell everything in the store in one ad. While this might succeed in listing everything but the kitchen sink, it doesn’t contribute to giving consumers the ability to focus on one item at a time. If you don’t believe me, take a look at your flyers tomorrow when the junk mail comes in.
When I pick out the Wegmans ad from the pile, it always has a nice cover. They really put effort in the photography and this goes for the interior pages as well, where you’ll see product features with real tight crisp shots.
The meat of the pages does feature product just like any other ad, but they provide a nice grid, which features nice type hierarchy and spacing. Each product has its own room to shine and allows you to absorb the information much more quickly because they are spaced generously.
One other reason why I like their circular is that at the closing of each weekly, their VP of Consumer Affairs provides interesting tidbits about the store and the way they operate, as well as food facts. Now, I don’t wait with baited breath for each ad, but it’s more of a compelling reason than the others could boast, where what you see is just a drumstick on a turkey. Whereas, the VP picture is a weekly fixture and it brings the smiley/happy, “we care” fuzzy element to the brand, which definitely makes you think about scooting across town to pick something up at Wegmans.
