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Stop & Shop customers star in new COVID-19 safe shopping campaign

Fellow shoppers asked to ‘Please’ wear protection, practice social distancing

Russell Redman

April 29, 2020

2 Min Read
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The “Please” campaign features Stop & Shop customers sharing simple steps that fellow shoppers can take to better protect themselves and store associates when at the supermarket.Stop & Shop

In a new advertising campaign, Stop & Shop is turning to a trusted source to promote safe shopping practices during the coronavirus crisis: its customers.

The “Please” campaign features Stop & Shop customers sharing simple steps that fellow shoppers can take to better protect themselves and store associates when at the supermarket, the Quincy, Mass.-based grocer said Wednesday. The initiative kicks off this week with television and radio commercials airing in New York, New Jersey, Connecticut, Massachusetts and Rhode Island. Plans also call for corresponding print and digital ads.

“While the impact of the pandemic has left none of our communities untouched, Stop & Shop’s extraordinary associates have stood firm in their commitment to keeping our stores open and accessible. We are dedicated to our customers and appreciate them continuing to do everything they can do to help make shopping safer,” Stop & Shop President Gordon Reid said in a statement. “We also appreciate the willingness of our shoppers to urge others to take steps to protect everyone’s health: shopping solo, respecting one-way aisles, wearing a mask while shopping and respecting social distancing guidelines.”

In the TV spot, Stop & Shop customers — speaking remotely via video — give advice such as “try to minimize the amount of people leaving your home,” “try to keep your distance at least six feet away” and “please wear a mask.” A man pictured with his family adds, “All of these little things have an effect.”

Related:Stop & Shop joins UFCW’s call for grocery worker ‘first responder’ status

Stop & Shop said COVID-19 safety measures throughout its stores include customer capacity limits; clear plastic barriers at all registers; extra space between checkouts; face masks and gloves for all associates; deeper cleaning and sanitizing procedures; and disinfecting wipes near store entrances so customers can wipe down shopping carts, hand baskets and ScanIt! devices.

With more than 400 stores in New York, New Jersey, Connecticut, Massachusetts and Rhode Island, Stop & Shop noted that it was the first major supermarket chain to reserve shopping hours for customers age 60 and older and those who are immuno-compromised.

And earlier this week, the Ahold Delhaize USA chain announced that it’s partnering with the United Food & Commercial Workers (UFCW) union to get federal and state government to classify grocery store workers as “extended first responders” or “emergency personnel.” Such designations would provide frontline food retail employees with priority access to COVID-19 testing, emergency daycare and support services for them and their families, Stop & Shop said.

Related:Stop & Shop, Uber offer seniors half-price rides to supermarket

For our most up-to-date coverage, visit the coronavirus homepage.

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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