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.”
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.
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