"Approved"--Chairman Bob is Back With Iconic Campaign

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New branding ads featuring real Roundy's Chairman and CEO and his Bobtourage created by Minneapolis ad agency Preston Kelly

Chairman Bob was the icon first created to grow recognition for Roundy's 'own brand' products

Roundy's iconic brand character, Chairman Bob, played by the real chairman and CEO of Roundy's Supermarkets, Inc., Robert Mariano, is back in two new brand TV spots that broke during American Idol earlier this month. Once again his infamous trio of assistants, known affectionately as the "Bobtourage", help him every step of the way. This Chairman Bob work is the Pick'n Save, Copps and Rainbow branding evolution of the Roundy's private label brand campaign that debuted in 2008.

Created by Preston Kelly, Minneapolis, the first spot features Bob and the Bobtourage scouring the country for the best produce to stock at Pick 'n Save, Copps and Rainbow grocery stores. It demonstrates Chairman Bob's over the top commitment to providing customers with the best, high-quality produce available.

"Chairman Bob was the icon first created to grow recognition for Roundy's 'own brand' products," according to Preston Kelly executive creative director, Chris Preston. "The success of Chairman Bob in growing sales for Roundy's products, and the ad's popularity with store customers led us to a natural extension--to enlist his hard line 'approval' to grow preference for Pick 'n Save, Copps and Rainbow grocery stores."

In the second spot, Chairman Bob and the Bobtourage inspect a freshly baked layer cake from the in-store bakery. Once he approves, Chairman Bob adds the finishing touch - a perfect maraschino cherry presented to him from a ring box by an ever present assistant. The cake featured will be available in all Pick'n Save, Copps and Rainbow bakeries as the "Chairman Bob" cake, complete with prized cherry on top.

"While Chairman Bob doesn't take himself too seriously," Preston adds, "he takes everything that happens in any one of Roundy's stores very seriously. He symbolizes the care and commitment that's found in the quality products they source at every Pick 'n Save, Copps and Rainbow."
To view the television commercials, visit http://www.prestonkelly.com/chairmanbob. The campaign will run on television stations in all Wisconsin and Minnesota markets served by Roundy's. In the coming months, additional media elements to the campaign will roll out.

About Preston Kelly:
Preston Kelly is a full-service, independent agency that creates Iconic Ideas for its clients including; financial services, insurance, restaurant, consumer packaged goods, outdoor recreation and retail. The agency has been honored with top awards including 3 EFFIES in the last 4 years, Best of Show at the Minneapolis Ad Competition - The Show, and MediaWeek's Media Plan of the Year. Preston Kelly is a member of Worldwide Partners, the world's largest network of independent marketing and communications firms. To learn more about Preston Kelly and Iconic Ideas, visit http://www.prestonkelly.com.

About Roundy's Supermarkets, Inc.
Roundy's Supermarkets, Inc. is a leading grocer in the Midwest with nearly $4 billion in sales and 20,000 employees. Founded in Milwaukee in 1872, it operates 151 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota. For more information about Roundy's, visit the company website at http://www.roundys.com.

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Chuck Kelly
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