Italian retailer Multicedi has launched a new private-label brand called Fabrita, which offers a wide range of food and home- and personal-care products.
The offer is comprised of 14 categories, consisting of 200 quality SKUs from selected Italian companies.
The Fabrita private-label line is distributed in three Multicedi store banners – SuperRisparmioso, Dodecà and SeBòn – in the municipalities of Salerno, Naples and Caserta.
Marketing Innovation
Gruppo Roncaglia was responsible for the communication and marketing strategy of the new line of own-brand products. The campaign focuses on Fabrita's local connections and consumer preferences.
The integrated marketing project included an offline/online campaign that developed materials to guide shoppers to the new private-label brand inside stores, including the creation of a web channel, displaying the products in the new range.
DOC Design was responsible for the design of the range and came up with the brand name Fabrita, which is short for Fabbrica Italiana (or Italian factory).
Multicedi operates 484 stores in Central and Southern Italy (Abruzzo, Basilicata, Calabria, Campania, Lazio, Molise and Puglia) and is part of the Gruppo VéGé network.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.
