TOPS Friendly Markets, LLC, (TOPS) is headquartered in Williamsville, NY and operates 126 full-service supermarkets and five franchise supermarkets. With over 13,000 associates, TOPS is a leading full-service grocery retailer in upstate New York and northern Pennsylvania with a management team that wants to aggressively grow the business. In January 2010, TOPS completed the acquisition of a majority of Penn Traffic stores, including its 79 supermarkets.

The assignment from TOPS to SKM Group was to develop marketing recommendations for the transition of Penn Traffic stores (Quality Markets, P&C Foods and BiLo) to TOPS. During a planned period of store assimilation and renovation that would cover several months, TOPS needed to drive business and attract new customers to ensure that their extensive acquisition was successful.

SKM identified a need to define the TOPS brand in new markets—and a golden opportunity to create a new, unified TOPS brand message that works across all markets. SKM identified three primary goals:

• One unified voice and message. (Build the current brand)
• Deliver a fresh brand message to new markets and legacy markets. (Drive new growth)
• Communicate the energy and benefits of a “new” TOPS. (Drive existing market growth)

A major key to success was evolving TOPS’ primary brand message: “TOPS never stops saving you more” had served the company for over 30 years. SKM recommended replacing this long-standing tagline (which offered one benefit) into a position that offers customers much more.

After conducting consumer research and exploring numerous brand positions, SKM presented one dozen finalists for a new tagline with a recommended favorite: “TOPS, Your Neighborhood Store with More.” This position was a strong performance-oriented statement that brought alive the abundance of what TOPS offers: more great sales, more Super Coupons, more national brands, more convenience, more freshness, etc.

SKM brought this new positioning alive through multiple channels: direct mail, online advertising, radio, print, outdoor and television. SKM’s creative team recommended a personal approach that put a friendly face on the company. Utilizing TOPS President, Frank Curci, SKM shot a series of in-store TV commercials that featured the key “more’s” (more name brands, more freshness and quality, more ways to save money). Mr. Curci has an engaging, down-to-earth personality, and his use communicated that TOPS new promise to its customers came from the very top of the organization.

TOPS realized immediate and extensive growth in newly acquired stores, and continues to grow market share in their legacy footprint. “Your Neighborhood Store with More” positioning now drives all TOPS’ advertising and supports the overall mission statement to customers: “Your friendly neighborhood store that has what you want, while saving you time and money.”