Stater Bros. Markets “Brings It Home” in Company Rebranding and New Ad Campaign

San Bernardino, California (April 18, 2022) Stater Bros. Markets has launched its newly refreshed brand, beginning with its “Bring It Home” ad campaign. The campaign shows how Stater Bros. helps Southern California families bring home the joys of life with fresh food and meal solutions for their table.

On April 4th, the brand came to life on screens and billboards all over Southern California, serving as the first step in Stater Bros.’ rebrand to be followed by changes in the in-store experience, website, marketing initiatives, company operations, and the launch of an e-commerce solution.

The modernized brand has been designed to reflect the evolving shopping preferences of today’s families, and the rebrand seeks to amplify Stater Bros.’ commitment to local communities by emphasizing fresh, healthy, specialty diet, ethnic, and convenient meal offerings. The modernized brand has been caringly crafted to reflect today’s families, with the company’s new tagline saying it all: Fresh. Affordable. Community First.

Besides fresh food and fair prices, Stater Bros. identified an opportunity to meet customers on a deeper level — their values.  After 85 years of serving Southern California, Stater Bros.’ purpose-driven approach and personalized service are what truly connect them to today’s consumers. Pete Van Helden, CEO of Stater Bros. stated, “We are very fortunate to have a terrific history and culture and a great base to build from, but we must evolve with our customers and teammates today. This isn’t just a launch. It’s a journey, and we have a great future ahead.”

Dennis McIntyre, EVP of Marketing and CMO, said, “We must have a bigger calling for why we do what we do. We are here to nurture our communities and teammates to make our communities better and to make them feel valued. Yes, we are here to sell groceries, but why we do what we do is more important to today’s consumers and our teammates than it has ever been.”

In support of its goal of being the premier supermarket destination for the diverse consumer base of Southern California, Stater Bros. is elevating the shopping experience through personalized service and increased product offerings. To align with this initiative, a team of in-house culinary experts will focus on bringing new recipes and flavors to life in our stores. Later this month, the company will begin testing updated store décor that is designed to create a warm, welcoming shopping experience for all families in Southern California.  Additionally, in late April, Stater Bros. will test an improved fresh experience in a smaller format store.


Communities throughout Southern California look to Stater Bros. Markets for Fresh. Affordable. Community First. grocery shopping every day. Stater Bros. nurtures families and their communities at more than 170 stores and through the helping hands of 18,000 caring employees. While the Stater Bros. meat counter is legendary for its quality and variety, every store department is designed to surprise and delight today’s shoppers. The Company lives out its values through the charitable efforts of its non-profit, Stater Bros. Charities. Learn more at


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