Sam’s Club Touts Italian Private Label SKUs

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture

Sam’s Club tied in to the designation of October as national “Italian-American Heritage Month” again this year by spotlighting imported Italian SKUs from sole private label Member’s Mark.

The Italian imported Member's Mark assortment includes angel hair pasta, penne, extra virgin olive oil and pasta sauce with romano and ricotta cheeses. In stores, the SKUs are touted via "Imported from Italy" shelf trays and sampling stations, which were positioned in stores every weekend in October to encourage trial.

Depicting the logos of the Italian Trade Agency and Italy’s Ministry of Economic Development, display ads throughout touted the imported SKUs, employing an “It’s 100% Itali-yumm” message and directing shoppers to a promotional page, which served to:

  • spotlight select Italian SKUs and their respective prices such as a two-pack of Member's Mark romano and ricotta cheese pasta sauce for under $6, 
  • highlight feedback from Sam’s Club shopper and “certified chef” EmmySue endorsing Member's Mark’s 100% Italian extra virgin olive oil,
  • plug the in-store sampling and demonstrations staged each October weekend,
  • host a video spotlighting Member's Mark extra virgin olive oil.

Most display ads within the aforementioned page also contained “Shop Now” buttons directing shoppers to either e-commerce pages for Member's Mark romano pasta sauce or extra virgin olive oil, or e-commerce pages listing “Authentically Italian Products.” Additionally, Instagram and Facebook updates leveraging Oct. 17's designation as “National Pasta Day” and an Oct. 5 email blast plugged the SKUs.