Cub Foods Launches New Hispanic Marketing Initiative, Partners With The San Jose Group

CHICAGO (June 18, 2002) — Cub Foods has begun a new Hispanic marketing program and has selected The San Jose Group (SJG) as its first-ever Hispanic advertising and marketing agency of record.
“This new initiative represents a new season of growth for us in an increasingly competitive environment. We know that reaching the Hispanic segment will require research to truly understand the culture. Most importantly, we need to determine how Cub Foods stores fit into the lifestyle of the Hispanic shopper,” said Monica Schierbaum, director of retail advertising for Cub Foods.
Cub Foods initial Hispanic efforts will be concentrated in the Chicago and Denver markets. The programs will be driven by market research and brand development, and supported tactically by a fully integrated media mix.
“We are thrilled to have been chosen by Cub Foods,” said George L. San Jose, president and COO of The San Jose Group. “Hispanic consumers typically shop at four or five stores each week, with superstores playing an important role within the circuit. We look forward to creating a marketing strategy and distinct brand personality for Cub Foods that will attract a greater number of those shoppers to their locations.”
About The San Jose Group
Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Spanish-speaking Americas. Headquartered in Chicago, the Groups expertise, services and resources transcend domestic and international markets. More information about The San Jose Group can be found at
SUPERVALU is the one of the largest companies in the United States grocery channel. With annual revenues in excess of $20 billion, SUPERVALU holds leading market share positions with its 1,260 retail grocery locations, including licensed Save-A-Lot locations. In addition, the company provides distribution and related logistics support services to approximately 4,280 grocery retail locations. Headquartered in Minneapolis, Cub Foods, one of the first discount food stores in the country, established the original concept of “Consumers United for Buying” in 1968 with its first store. In 1980, SUPERVALU bought Cub Foods and expanded it from five stores to more than 40 in the Twin Cities and 102 nationwide. Cubs efficient buying, volume purchasing and disciplined format bring low prices to its consumers.