West helped position Navlet’s back in the early 1990’s to better compete with the emerging big box retailers. We differentiated along the lines of quality, service, and experience. An independent retail survey, conducted in 2005, however, revealed that Navlet’s success in the “high quality, high service” arenas also resulted in a perception of “high price” which was inaccurate. The “Hot Tomato” campaign introduced a more whimsical, vibrant tone to their marketing while highlighting their very competitive prices. The success of the campaign has made it an annual event.