Associated Food Stores Launches Retailer Media Network
Associated Food Stores (AFS) is launching a pilot retailer media network in October across its owned and operated retail banners, giving brands in its regional markets more opportunities to engage with its shoppers. The full-scale CPG program launch is set for the first quarter of 2027.
The AFS Retail Media Network, powered by Digits, will launch with a full suite of digital and in-store media tactics, including on-site search and display advertising, off-site programmatic display, social advertising, digital coupons and in-store digital screens.
"Our retailers are committed to playing central roles in their communities and demonstrating a level of care and service that is difficult for the big national chains to replicate," Jason Sokol, Associated Food Stores’ vice president of marketing and sponsor of the initiative, said in a statement. "Digits gives our supplier partners a direct, professional way to reach our shoppers, and gives our retailers a retail media program built for how we actually operate. This is a meaningful step forward for our cooperative."
The initial phase of the network spans 45 stores across Utah and Nevada, under the Macey's, Fresh Market, Lin's Fresh Market, Dan's Market and Dick's Market umbrellas. Digits will handle full-service execution, allowing brands to approve campaigns without needing to manage execution directly.
Brands joining the network will also benefit from annual program commitments for strategic planning, managed service by the Digits team integrating best-in-class technologies across on-site, off-site, social and in-store channels, audience targeting strategies for efficient media use, and performance tracking across all placements.
"Associated Food Stores has spent more than 85 years helping independent grocers compete and win," Dave Glaza, founder and CEO of Digits, said. "Launching with 45 stores across Utah and Nevada is just the beginning.”
Based in Utah, Associated Foods Stores serves independent grocers across 11 intermountain states. The company says this initial launch lays the groundwork for future expansion into AFS's broader network of nearly 500 independently owned supermarkets.
