improve it or discuss these issues on the talk page . learn how and when to remove these template messages this article needs additional citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . may 2008 learn how and when to remove this template message this article may require cleanup to meet wikipedia s quality standards . no cleanup reason has been specified . please help improve this article if you can . may 2008 learn how and when to remove this template message learn how and when to remove this template message franklins & family supermarkets former type subsidiary industry retail founded 1941 defunct 2015 headquarters australia products grocery perishables parent dairy farm international 1978 2001 pick n pay 2001 2011 metcash iga website www.franklins.com.au franklins supermarket in wagga wagga franklin s family supermarket trading simply as franklins was a supermarket chain selling packaged groceries and perishables throughout new south wales australia . it created the no frills brand of generic products promoted by their mascot red sock and labelled itself australia s original discount grocer . franklins also had stores in queensland victoria and south australia until 2001 . in 2011 the chain was bought by metcash and the stores are being sold off to independent buyers to operate as iga or aldi citation needed supermarkets . the last franklins was at westfield miranda shopping centre when it was closed in april 2015 . contents 1 history 1.1 beginnings 1941 1978 1.2 early dairy farm international 1978 1992 1.3 late dairy farm international 1992 2001 1.4 pick n pay 2001 2010 2 advertising 3 generic products 3.1 no frills 3.2 first choice 4 references 5 external links history edit beginnings 1941 1978 edit in 1941 franklins was established in sydney by frank lindstrom . it was his second supermarket chain having sold his first one to woolworths . in 1954 franklins was acquired by harold cornock and norman tieck . under their leadership it grew to cover much of new south wales and created a reputation for low prices . early dairy farm international 1978 1992 edit in 1978 cornock and tieck sold the then 75 store supermarket chain to hong kong company dairy farm international a member of the jardine matheson group which maintained the chain s discount focus . its turnover was a 1 million . franklins launched its no frills generic range of products store brand . this was the first such range in australia . the no frills brand became very important to franklins as it provided the best value to customers . however unlike aldi in europe franklins also retained a wide range of brand items . franklins stores outside nsw were branded black and white franklins no frills to emphasize the label . eventually the name replaced the white on red franklins in the home state of nsw until the brand reverted to a red white and black franklins . in retaliation woolworths later launched home brand and coles launched scotch buy later rebranded as savings . around this time bi lo began operations in adelaide using a similar format to franklins . in 1982 franklins expanded outside of sydney and ultimately new south wales to open its first stores in victoria at deer park and gladstone park . in 1983 franklins opened its first store in queensland at toowoomba . in 1989 franklins opened its first store in south australia . franklins also launched frfm franklins own in house radio station playing songs and advertising specials . by 1989 franklins had also expanded into the act covering the east coast of mainland australia and south australia . late dairy farm international 1992 2001 edit throughout the 1990s dairy farm international began to introduce new store concepts and branding ideas . in 1990 franklins opened attached liquor stores under the brand liquor save . franklins also opened its 200th store the same year . in 1992 franklins big fresh was launched . this was a food barn format dairy farm had developed in new zealand as big fresh . some existing stores were converted to this format while others were newly built . these stores featured outback or farm style decorations and animatronic displays which could be activated by customers including singing chickens and dancing fruit . the first franklins big fresh store opened in leichhardt and others were opened in marrickville macquarie centre and gosford . the gosford store featured a unique mini branch of the commonwealth bank within the store as well as a small hairdressing kiosk . the hairdressing kiosk was rolled out to a number of other stores although not all were the big fresh model . at the same time franklins started opening a few mini fresh stores in queensland . in 1994 franklins launched franklins fresh a mainstream supermarket format . in contrast to franklins no frills stores they sold fresh produce baked goods and meat as well as groceries . the fresh part of the logo was similar to the one used by big fresh . it was designed to be a smaller version of franklins big fresh . the first franklins fresh store opened in engadine . previous franklins big fresh no frills and fresh logos . by the mid 1990s franklins supermarkets comprised five main chains franklins no frills sold no frills brand dry groceries and perishables in mid sized discount supermarkets . similar chains woolworths food for less jewel . franklins mini fresh sold fresh food and dry groceries in smaller convenience stores . similar chains woolworths metro coles express now coles central iga express 4 square now eziway . franklins fresh sold fresh food and dry groceries in mid sized discount supermarkets . similar chains bi lo flemings iga friendly grocer dewsons . franklins big fresh full service food barn supermarket similar to coles and woolworths but pitched as being a bit cheaper . most of them also had attached liquor save outlets . similar chains coles woolworths bi lo mega frrresh supa iga action . liquor save bottle shops attached to a supermarket . similar chains woolworths mac s liquor now woolworths liquor iga liquor coles liquorland . in 1998 franklins launched its first advertisement on tv with its first slogan more in your trolley for less . it also trial converts selected no frills stores to franklins fresh and installs environmentally friendly fluorescent lighting in these stores . first choice an alternative and short lived generic product range is also launched . franklins franklins fresh and franklins big fresh also launched their websites that year . in 1999 franklins opened new stores and upgraded former no frills stores to franklins fresh stores and unveiled its new logo which is still used today though it was only in use at selected stores at first . also due to the logo change franklins fresh also unveiled a new logo . the liquor save outlets were also re branded as franklins liquor attached to selected no frills and fresh stores or big fresh liquor . it had also positioned itself by this time as the national discount supermarket operator . in 2000 franklins sponsored the sydney 2000 paralympic games . it sold a range of paralympic merchandise . by the end of 2000 there were 287 stores . pick n pay 2001 2010 edit in 2001 franklins mass expansion and reformating ended in failure . 1 dairy farm international exits from australia in may and many stores were sold to woolworths which got 67 stores coles foodland and iga franchisees . 2 a few closed . this saw the end of franklins in the act queensland victoria and south australia . 86 stores across new south wales were sold to south african retailer pick n pay which also bought the franklins name . the no frills fresh and mini fresh brands survived . big fresh did not and nearly all were bought by woolworths and coles . pick n pay bought all but one of the 21 fresco supermarkets and rebranded them as franklins stores at the same time . the other was shut down . the new franklins launched the saves you money slogan . in january aldi launched in nsw and quickly filled the void left by franklins in many areas . in 2002 foodland associated limited bought 36 franklins stores across queensland and northern nsw as well as its queensland warehouse facilities . all were rebranded as action supermarkets . this saw the end for the mini fresh brand . the fresh and no frills brands were also retired although their formats remain . all stores more than 2000 square metres are effectively fresh stores . franklins was relaunched with the slogan look at us now . in 2003 franklins changed its slogan to that s what i like about franklins . it also announced that it is not interested in owning petrol stations like most of its competitors . later that year the no frills generic product range and the brand itself is revamped and then promoted by its new mascot red sock . in 2004 the franklins website was relaunched and franklins joined the widespread trend of selling green plastic carrier bags . the fourth pick n pay era slogan was launched cheap and cheerful . the liquor outlets were relaunched as franklins local liquor in addition to the canberra based liquor chain . the annual birthday cash jackpot competition is also introduced . in 2005 franklins started setting up franchise opportunities under the franklins family supermarkets brand similar to the pick n pay family supermarkets brand . by that time there were 80 franklins supermarkets across new south wales . the only franklins store to open that year was the one in newcastle . the franklins store in erina fair on the central coast was also closed soon replaced by aldi . on 30 january 2006 franklins opened a purchased store in ulladulla nsw to show potential franchisees the benefits of changing from iga to franklins . also in 2006 franklins launched its own loyalty club and begins changing a few stores to the franchise model . there were 77 franklins stores by the end of 2006 . in 2007 some new stores were opened . two existing franklins stores and another two iga stores were converted to franklins family supermarkets . by the end of 2007 there were 80 franklins stores . on 1 july 2010 it was announced that all 85 stores franklins had been sold to metcash for a 215 million to become part of the iga chain . the stores will be sold individually to independent retailers . 3 franklins last store was located at westfield miranda shopping centre this being the final franklins in australia closed in april 2015 . 1 advertising edit historically franklins never advertised due to it being a no frills supermarket . instead it advertised specials at the stores much like aldi does now . later it advertised through their own catalogues especially when it introduced fresh foods and liquor to its stores . but it was in 1998 when franklins launched its first tv advertisement with the slogan more in your trolley for less . ironically its rivals woolworths and bi lo launched their first advertisements around the same time and coles was also given a new slogan also at the same time . shortly after dairy farm international exited the business in 2001 franklins advertisements used the slogan saves you money . in 2002 the new franklins was launched with the slogan look at us now . in 2003 it was changed to that s what i like about franklins and again in 2004 to cheap and cheerful . that slogan is now rarely used being largely replaced with and branded as australia s original discount grocer . the no frills generic product range was relaunched in 2003 and promoted by