Stop & Shop doubles down on value messaging
Stop & Shop announced Monday a new brand campaign aimed at reinforcing value and reaffirming customer trust. Called "Good Things Are in Store," the campaign will run across digital mixed media and in-store extensions along Stop & Shop's Northeast footprint. This launch comes as Stop & Shop continues to improve its performance through a number of initiatives, including remodels and price investments from parent company Ahold Delhaize US.
Dive Insight:
Stop & Shop is looking at the campaign as one that will evolve over time around themes like quality, assortment and freshness, according to an emailed press release.
The campaign is meant to show shoppers how the company is evolving, Stop & Shop Chief Marketing Officer Karen Mitchell said in the announcement. TV, connected-TV, digital media, online videos and paid social are all being used to launch the campaign's message along with in-store placements, such as its magazine, "Savory," and weekly circular, per the announcement.
The campaign features Justin, a "hyper-enthusiastic store associate" character who films commercials during his break, announces weekly deals through song and tallies sales items offered.
"Creating the character of the overly enthusiastic associate, Justin, allowed us to convey the genuine commitment of the brand in a welcoming way," said Pam Fraser, creative director at Curiosity, which partnered with Stop & Shop to develop the campaign.
Stop & Shop has been working to overcome its lagging financial performance among Ahold Delhaize's stateside banners.
In 2024, the banner announced plans to shutter 32 underperforming stores, and while that hindered Ahold Delhaize's first-quarter sales this fiscal year, there are signs of improvement. Since those closures, around 200 of Stop & Shop's approximately 360 locations have been remodeled. Executives on the first-quarter earnings call also noted that Stop & Shop's continued efforts to bring down prices have been paying off.
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