In the fall of 2011 WinCo Foods hired DaviesMoore to come up with an advertising campaign to help launch new stores, initially in the Los Angeles area. As the “Supermarket low price leader” WinCo’s primary consumer benefit is their ability to offer significantly lower prices than their competitors on identical products throughout the store. We felt that if customers actually knew how low prices were at WinCo, shopping there would be an easy choice. With this in mind we developed the “Prices so Low” campaign. It is a smart, sophisticated campaign that reflects the smart shopper who loves WinCo.