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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.



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