Field Notes Inside an Integrated Communications Agency

I’m just back from Memphis Tennessee, home to three pioneers, Elvis, Sun Studios and Piggly Wiggly. I love Piggly Wiggly. The stores are long past their heyday but their lasting impression still thrives.

Founded in 1916 by Clarence Saunders, it was the first true self-service grocery store. Saunders even patented this concept in 1917. Because customers could choose products directly from four aisles showcasing 605 items, packaging and brand recognition became important. Choice was important to consumers, narrowing choices became important to companies.

Before Piggly Wiggly, shoppers gave lists to clerks who gathered the goods for them. With a basket of goods, the shopper continued to a cashier corral. No doubt met by the first Star Magazine.

Self-service brought choice. Choice brought brand. Brand brought brand agencies. So, thanks Piggly Wiggly for giving me a job.