Casey's®Private Label Brand Launch
The Challenge
Casey’s General Stores, an Iowa-based convenience store chain that operates 2,900+ stores in 19 states, made a strategic growth decision to launch their own private label program. The product line offerings include low-priced, high-quality snack and beverage products under the Casey’s private brand. The goals of the new program were to meet the needs of the Casey’s shopper, elevate the brand, and drive impulse buys.
The Solution
Lundmark not only helped to roll out the new design across hundreds of SKUs, we have continued to partner with Casey’s to grow their in-store brand presence with new product types, flavor extensions, and limited time seasonal promotions. Lundmark’s creative responsibilities routinely include package design, custom illustrations, and product photography. Additionally, our expertise is relied upon to ensure FDA regulatory compliance, follow printer specifications, and maintain brand standards and consistency across a variety of printers and packaging types.
The Result
The launch of the private label brand has been a tremendous success. Casey’s full portfolio now extends across practically every category, expanding from food to include automotive, personal and health care, paper and plastic goods, and electronics.
“Our private label program continues to outperform initial expectations. After the first month of the reset, the Casey’s brand was the most popular non-tobacco brand sold throughout the chain,” according to Casey’s President and CEO Darren Rebelez. “Private label has really been a great benefit for us, and something that we have begun to appreciate is just how strong the Casey’s brand is and how much it resonates with our guests.”