The name "Pick 'n Pay" will remain unchanged. The brand change is one of the largest in South Africa to date and funding will be a combination of new investment and allocated refurbishment costs.
The first 30 corporate stores – all flagship or high volume stores – and 25 franchise stores will be transformed with the new visual identity before February 2008 with all stores set to be completed during 2009.
The company would also be launching a new customer magazine, 'Fresh Living', retailing at R10 an issue, designed to talk directly to a broad cross section of Pick 'n Pay's customers. Edited by TV cook and writer Justine Drake, each full colour issue will contain ideas, coupons, tips and recipes for customers to make the most of their food purchases. 'Fresh Living' will also showcase Pick 'n Pay's wide range of products.
Pick 'n Pay will also, for the first time, produce a free, 64-page product catalogue. Divided into three sections – outdoor, home and fashion – the catalogue will feature the full range of Pick 'n Pay products, using photography reflecting the new, fresh branding.
The company would also be launching over 450 new and repackaged lines in its "Fresh" range. This includes over 300 ready-to-eat (convenience) meals, over 80 fresh produce lines, and more than 50 new meat products.
Following quickly will be a range of more than 50 organic products to complement its organics range, which in the last financial year grew some 60%. These products will all be launched under the Pick 'n Pay brand, replacing the existing Choice and Foodhall brands.
All these products will be phased into stores over the next six weeks. South Africa’s biggest private label, No Name, would also undergo brand enhancement, but will retain its name.
Pick 'n Pay Chief Executive Nick Badminton said: "Pick 'n Pay must set itself new standards if it is to remain a fresh, vibrant company, and South Africa's number one retailer. All of what we are doing addresses their demands very directly and it is appropriate then, that our new tagline is Inspired by You."