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Merchandise from a regional grocery store chain with locations across the Midwest and South has become a hot commodity.
Nicola Miller, of Suffolk, England, will detour as much as 50 miles to visit a Piggly Wiggly when she’s in America, hoping to add another T-shirt featuring the iconic, cheerful Mr. Pig to her collection, Food & Drink reported.
Miller first encountered the mascot in the 1978 film “Close Encounters of the Third Kind,” which features the retro pig face in the film’s final scene.
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She told Food & Drink that Piggly Wiggly stores and the company’s logo “spark joy” and nostalgia for her.
Miller is not alone.
The Piggly Wiggly brand “resonates across all ages and demographics,” Terry F. Goins, Piggly Wiggly director of marketing and advertising for the Midwest, told Fox News Digital.
“Younger shoppers are drawn to exactly the qualities that make it retro: the hand-drawn feel, the humor, the fact that it’s unmistakably regional and not from a national chain,” Goins said.
“For a lot of younger customers, it’s less, ‘I remember this’ and more, ‘This is where I’m from.'”
The branding is warm and “doesn’t take itself too seriously,” Goins added.
“Mr. Pig has never been redesigned into something sleek and corporate. He looks like he looked. In a category where most logos get sanded down every eight years, that consistency is rare, and people respond to it.”
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Piggly Wiggly was founded in Memphis, Tennessee, in 1916 by Clarence Saunders.
Saunders pioneered the then-unheard-of concept of modern self-service grocery shopping, according to the company’s website. Before Piggly Wiggly, shoppers typically presented their orders to clerks, who gathered the goods from store shelves.
The self-service concept proved wildly successful, helping Piggly Wiggly grow from a single Memphis store into a nationwide chain with more than 1,200 locations by 1923.
Today, there are more than 500 Piggly Wiggly stores across 18 states.
The origins of the Piggly Wiggly name “remain a mystery,” according to the company, but its Mr. Pig mascot has been part of the brand since the beginning.
For more than 20 years, Piggly Wiggly has formally sold branded merchandise online and in stores, while individual locations have also created their own designs. Piggly Wiggly shirts, however, had been circulating informally long before that.
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“That’s a big part of what makes this fun,” Goins said. “Piggly Wiggly Midwest is a mix of franchise and corporate-owned stores across Wisconsin and Illinois, and our independent operators know their communities better than anyone at a corporate office does.
“There are brand standards around how Mr. Pig and the logo are used — that mark is 110 years old and we protect it — but within that, stores have latitude to [make] designs that speak to their town, their high school colors, their local events. That’s why you’ll find shirts in one store you won’t find anywhere else.”
Demand for Piggly Wiggly merchandise has been remarkably steady, Goins said.
“What we see instead are lifts tied to moments: a new design drop, a seasonal item, a tie-in with something happening in the community,” he said.
“People aren’t buying a shirt because a grocery store put its logo on one. They’re buying it because Mr. Pig means something to them, and wearing it is a way of saying where they’re from.”
T-shirts featuring the pig’s face on the front and its backside on the back are far and away the favorite, Goins said.
“It’s not close,” he said. “The retro self-service design does very well, and honestly, anything involving the pig butt tends to move.”
Some collectors treat the pastime like collecting ballpark or brewery merchandise, Goins said.
“They’ll pick up a shirt from a store they haven’t been to before,” he said. “Nobody has ever told us they own too many Pig shirts.”
Piggly Wiggly also offers seasonal and limited-edition designs, along with branded socks, shoes, hats, stuffed animals and more.
At the Wisconsin State Fair this month, the enthusiasm extended beyond merchandise.
“We had people lined up for over an hour — in August, at a state fair, with a thousand other things to do — for a temporary Mr. Pig tattoo,” Goins said.
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The company also handed out 6,000 Piggly Wiggly reusable bags in under six hours.
“That’s not a merchandise transaction,” Goins said. “That’s people wanting to be associated with something.”
Everyone has their own Piggly Wiggly story, Goins said.
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“It’s never generic,” he said. “It’s always personal and always tied to a specific place and a specific memory.”
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