Southeastern Grocers, parent company of supermarket chains Winn-Dixie and Harveys Supermarket has selected Orlando-based agency Net Conversion as its media agency of record. 

The selection followed a formal review. The incumbent was not immediately identified.  

The agency will be responsible for media planning and buying as well as media and growth-focused analytics.  

Adam Kirk, chief customer and digital officer for Southeastern Grocers, stated that Net Conversion’s methodology “will be instrumental in leveraging our first-party data for targeted media campaigns, driving new customer acquisition, and achieving comprehensive sales attribution.” 

Annual spending on measured media is said to be less than $3 million, according to agency research firm COMvergence.  

Last year Southeastern Grocers was acquired by German discount grocery chain Aldi which has a plan to covert several hundred of the Winn-Dixie and Harvey’s stores to the Aldi brand. 

But in February an investor consortium led by CEO and president of Southeastern Grocers, Anthony Hucker, bought back Southeastern Grocers and its Winn-Dixie and Harveys Supermarket banners from ALDI U.S.  

Under the agreement SEG is buying back a smaller number of Winn-Dixie and Harveys stores—about 170 in total—while Aldi US will retain and convert over 200 stores to the Aldi brand.