Uncle Giuseppe’s Marketplace

Uncle Giuseppe’s Marketplace: Elevating a Regional Grocery Brand into a Recognized Industry Voice 

Uncle Giuseppe’s Marketplace (Uncle G’s) sought to protect its good name and differentiate its brand in the evolving retail food industry. The company offers an authentic, inimitable in-store experience and a gourmet selection of made-from-scratch prepared meals.  

Uncle Giuseppe’s Marketplace partnered with Rosica Communications, a national PR firm, based on its success as Stew Leonard’s PR agency for several years, to elevate its visibility, strengthen its brand authority, and drive meaningful engagement in the communities it serves.  

Rosica was retained to achieve four primary objectives: first, to develop a comprehensive crisis communications plan; second, to highlight the brand’s growth; third, to create a robust thought leadership program for the company’s leadership, chefs, and gourmet foods experts; and fourth, to create brand awareness for its culinary innovations and made-from-scratch kitchens. 

After developing a 65-scenario crisis communications plan for Uncle G’s, Rosica successfully publicized the grand opening of Uncle Giuseppi’s Bohemia, NY store location, which secured more than twice the media coverage as any previous new store opening. This, along with Rosica’s earned media coverage for the company’s large-scale hiring initiative and a 25th milestone anniversary, demonstrated an impressive track record of growth. 

Next, we’ve competently promoted timely observances such as National Pasta Day, National Ravioli Day, and the Feast of the Seven Fishes to generate timely stories and generate local and regional coverage, earning coverage in NorthJersey.com, News 12, and other outlets. 

To drive media attention and community engagement, Rosica conceptualized and executed mediagenic events. This includes the Bohemia store opening, which featured a 900-pound wheel of cheese as a highly visual centerpiece, and the St. Joseph’s Day celebration, inviting customers named Joseph, Josephine, Joelle, Joe, and other variations to receive complimentary pastries. These initiatives resulted in more than fifteen placements, including broadcast features on News 12, NJ 101.5, and ONNJ Mornings, along with additional coverage in NJBIZ and Asbury Park Press. A store walkthrough led by Ken Rosato, host of ONNJ, further brought the in-store experience to life for consumers throughout the region.  

Lastly, Rosica successfully publicized the company’s creative creation, “Italian Sushi,” which has gone viral on social media and, due to our effort, recently appeared on the TODAY Show. 

Rosica is now developing an in-store storytelling initiative, including merchandising key messaging to tell the Uncle G’s story and its indisputable differentiators.  

Coverage to date also includes, but is not limited to, MSN, Yahoo! News, Fox 5 New York, Progressive Grocer, Grocery Dive, Mass Market Retailers, and The Shelby Report.