Jul 16, 2009 9:14 AM

Winn-Dixie Stores Inc has completed remodels and upgrades on 51 of its Winn-Dixie stores in the Jacksonville FL area, comprising locations in north Florida and south Georgia. To mark this achievement, the Jacksonville-based grocer is launching a new brand position: “Fresh Checked Every Day.”

The supermarket chain began Phase I of its companywide remodeling initiative—a key component of its long-term business plan—more than two years ago when it announced plans to upgrade 75 stores each year throughout its operating area in the Southeast. During Phase I, the company remodeled select locations in key markets across its footprint.

Phase II of the remodel initiative began earlier in 2009. In Phase II, the firm is remodeling and upgrading stores using a market-by-market strategy.

Redesign and upgrade elements vary based on specific needs of each neighborhood, but all stores showcase fresh and local merchandise complemented by a new color palette and signing package.

The multi-media marketing campaign that accompanies the new brand positioning features television, radio, outdoor advertising, and a specially created micro site. Visitors to the website (www.freshcheckedeveryday.com) will be able to take a virtual store tour and find updates on events, promotions, and special offers.

Winn-Dixie Stores operates 515 retail grocery locations, including more than 400 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia, and Mississippi.