Charleston Novelist Claims, “We Are The Pig”

It’s not everyday that a brand celebrates a writer. But this new campaign from Rawle Murdy for Charleston, South Carlolina-based grocery chain Piggly Wiggly does.

The following spot is narrated by novelist Josephine Humphreys, also from Charleston.

The new “Local Since Forever” campaign feels right, says David Schools, President and CEO of Piggly Wiggly.

“A lot has changed in the world since our company opened its doors in 1947, and this campaign is about honoring what it means to be ‘local’ and what really matters to our loyal customers, the employee-owners who keep our customers returning, and our communities who are proud to call us a neighbor.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.