U.S. Food wholesaler Super Valu and its business partner Euromarche' of France introduced America
to the "hypermarket" shopping concept, with the grand opening of bigg's, a combination grocery
and general merchandise superstore, in Cincinnati, Ohio. RDO's Doug O'Leary served as the
Account Executive on the bigg's account while at W. B. Doner Advertising/Detroit.
Doug drove the agency's work to develop the store's name, design its logo, package the store's
everyday-low-price strategy, and then produce a EFFIE Award Winning grand opening advertising
campaign. At the time, the bigg's grand opening was the most successful opening of a single store
in U.S. retailing history.
Today, bigg's has grown to a chain of twelve hypermarkets and, according to Super Valu, every
large grocery retailer has since imitated the concept.