Check it out: Rabba says it’s all worth it

The Toronto-area grocery chain uses humour in a new radio series touting the fact that it's open late.

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Rabba Fine Foods, a Greater Toronto Area grocery chain, is touting its 24/7 convenience with a new radio campaign.

The “Diaries of a Rabba Cashier” spots for the family-owned business are focused on those moments of needing a place that’s open for certain purchases – like saltine crackers and ginger ale for a sick child in the middle of the night.

The spots, created by Pink Elephant Marketing and running through August, also call out the retailer’s value-friendly pricing in addition to being always open.

“We hope listeners will find our approach humorous and memorable,” Jiries Rabba, director of marketing at Rabba Fine Foods, said in a press release. “We think this campaign will work well for us since we’re not the typical grocery store.”

The retailer currently has more than 30 locations in the GTA (including Toronto, Etobicoke, Mississauga, Brampton, Milton and Oakville). It recently hired Torchia Communications to handle media relations and communications.

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