Regional grocery chain Piggly Wiggly is experiencing a surge in popularity for its branded merchandise, with T-shirts featuring the company's iconic Mr. Pig mascot becoming sought-after collectibles. Fans are traveling to stores across the Midwest and South in search of distinctive apparel, demonstrating a strong connection to the brand's nostalgic and regional appeal.
Mentioned in the 1978 film "Close Encounters of the Third Kind," the cheerful Mr. Pig logo evokes nostalgia for many customers, including Nicola Miller of Suffolk, England, who makes detours of up to 50 miles to find new T-shirts. "Spark joy and nostalgia" are the feelings the brand and its logo elicit for her.
Terry F. Goins, Piggly Wiggly's director of marketing and advertising for the Midwest, noted that the brand "resonates across all ages and demographics." He explained that younger shoppers are drawn to the merchandise's retro qualities, such as its hand-drawn feel and humor, and its distinctly regional, non-national chain identity. "For a lot of younger customers, it's less, 'I remember this' and more, 'This is where I'm from,'" Goins said.
He added that the branding is warm and does not take itself too seriously. Unlike many logos that undergo frequent redesigns, Mr. Pig has maintained his appearance for over a century, a consistency that Goins believes resonates with consumers.
Founded in Memphis, Tennessee, in 1916 by Clarence Saunders, Piggly Wiggly pioneered the self-service grocery model. The chain expanded rapidly, reaching over 1,200 locations by 1923. Today, more than 500 Piggly Wiggly stores operate across 18 states.
The origins of the Piggly Wiggly name remain a mystery, but the Mr. Pig mascot has been a part of the brand since its inception. While Piggly Wiggly has formally sold merchandise online and in stores for over two decades, individual locations have also developed their own unique designs. This local customization allows stores to create designs that reflect their specific communities, such as incorporating local high school colors or events, making each find unique.
Goins described the demand for merchandise as remarkably steady, with notable lifts tied to new design releases, seasonal items, or community events. "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," he said.
Among the most popular items are T-shirts featuring the pig's face on the front and its backside on the back, a design Goins described as a clear favorite. Other popular items include retro self-service designs and anything featuring the pig's posterior. Some collectors treat acquiring Piggly Wiggly shirts like collecting memorabilia from ballparks or breweries, seeking out shirts from stores they have not visited before.
Beyond T-shirts, Piggly Wiggly also offers seasonal and limited-edition designs, as well as socks, hats, and stuffed animals. The enthusiasm extends beyond purchasable goods, as evidenced by the long lines for temporary Mr. Pig tattoos at the Wisconsin State Fair and the rapid distribution of 6,000 reusable bags in under six hours.
"Everyone has their own Piggly Wiggly story," Goins stated. "It's never generic. It's always personal and always tied to a specific place and a specific memory."