US supermarket group Publix has launched a price comparison initiative in selected stores aimed at countering Wal-Mart’s “See For Yourself” price comparison campaign launched in the spring.

Publix media and community relations manager Shannon Patten said the purpose was “to remind and advise customers that when they plan ahead they can get great prices and still have the shopping experience they’re looking for at Publix”. She said Publix “felt it was important for us to communicate our value message and not another competitor”.

The initiative is currently running in stores in the Birmingham and Tuscaloosa area and involves Publix publishing a list of items sold in that market comparing the Publix prices with those in Walmart stores in the Birmingham area. Customers can find the list on a poster in-store or on the Publix website.

Publix, which operates supermarkets in Florida, Georgia, South Carolina, Alabama and Tennessee, said it was not looking at this stage to expand this campaign beyond the Birmingham and Tuscaloosa area. “We continually evaluate all promotions, but at this time, we do not have plans to run this campaign outside of this area,” Patten told just-food.

Wal-Mart announced last month that it would be extending its “See for Yourself” price comparison campaign, which uses a range of media, including TV ads, to promote its low prices.