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Stop & Shop ad campaign spotlights ‘real people’

Media push backs chainwide store upgrade initiative

Russell Redman

October 11, 2018

2 Min Read
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Stop & Shop is supporting the launch of a major store refresh program with an advertising campaign reflecting the chain’s customer-centric strategy.

Called “You Got It,” the campaign takes a real-people approach in showing how Stop & Shop helps on-the-go customers navigate their daily routines so they could spend more time with their families.

The documentary-style campaign, developed by Boston-based ad agency C Space, kicked off on television, radio, online video and out-of-home media on Friday in Connecticut and on Monday in Massachusetts, Rhode Island and New York.

To capture the “real customer” viewpoint, C Space used its "empathy engine" tool that includes a community of several hundred Stop & Shop customers available 24/7 to provide their opinions and insights.

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"We wanted to connect directly with our customers in a meaningful way with this campaign and to let them know that we really understand and care about them," according to Whitney Hardy, senior vice president and chief marketing officer for Quincy, Mass.-based Stop & Shop, part of Ahold Delhaize USA. "Our customers are at the core of the change that's under way at Stop & Shop. Everything we're doing from our creative to new in-store features is centered around making things easier for them so that they can enjoy what matters most."

Related:Stop & Shop unveils new look

For example, 30- and 15-second video spots show busy moms driving their kids with them to the local Stop & Shop store and how the retailer helps parents accomplish everyday grocery errands, resulting in more quality time with their children, family and friends at meals and special occasions. (Here is a link to the video spots. Password required: YouGotIt)

The companies said the campaign leverages consumer intelligence from Stop & Shop’s own research along with learnings from C Space, which specializes in customer relationship-building.

"Stop & Shop wanted to do something unexpected. We're not an ad agency. We're a customer agency. Real life is what we do best. So that's what we gave them," commented Franco Bonadio, chief creative officer at C Space. "We believe that the customer experience encompasses everything, from in-store to ads. Stop & Shop is forging an emotional connection with their customers by choosing to partner directly with them as opposed to advertising at them."

On Oct. 5, Stop & Shop introduced a new brand concept and format at 21 stores in greater Hartford, Conn. The launch marked the start of a $70 million, multiyear store upgrade program at the supermarket chain’s 400-plus locations across the Northeast.

President Mark McGowan noted in announcing the plan that Stop & Shop is reshaping its store experience around the customer. “We recognize that our customer is changing, and we’re evolving our entire shopping experience to better serve them. They’re focused on getting back to their lives, juggling many responsibilities, and we want to make grocery shopping even easier and faster for them,” he stated.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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