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By Published on .

CHICAGO (AdAge.com) -- Amid increased competition from mass merchants like Wal-Mart, Winn-Dixie Stores, Jacksonville, Fla., breaks a $45 million to $50 million branding campaign Oct. 3 to reposition the Southeast grocer as a "Real Deal."

The effort will be backed by eight TV spots and radio and print ads via Cramer-Krasselt, Chicago and Orlando, Fla., with the "Real Deal" theme to run in 14 states. It is the agency's first work since winning the account in May after a nine-month review.

In August, Winn-Dixie completed an 18-month-long restructuring plan that included store remodeling and trimming some 24-hour units.

"We want to be the friendliest supermarkets in the neighborhoods we serve," said Winn-Dixie Stores President-CEO Al Rowland. "Real good people offering real good food at a real good price is what we're all about."

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