Stop & Shop Unveils New Advertising Campaign
New "Solved" campaign focuses on solutions for shoppers
September 26, 2005, Quincy, MA - The Stop & Shop Supermarket Company today unveiled
its new "Solved" advertising campaign set to debut regionally on September 26th. The
campaign focuses on solving the everyday needs of mom, Stop & Shop's primary
customer.
"Stop & Shop is committed to being a resource to our customers. Our new ad campaign
demonstrates our ability to assist shoppers in providing solutions to many age-old
questions when we are shopping," said Judi Palmer, Stop & Shop's Senior Director of
Customer Marketing. "We are excited about the ads and look forward to the reaction from
customers."
One solution to be highlighted in the new campaign will be Nature's Promise, Stop &
Shop's new and exclusive brand of natural and organic foods.
"Many customers want to eat more natural and organic foods, but they are higher priced
than their standard-processed counterparts," Palmer said. "We created Nature's Promise to
help consumers eat better at a better value. It's a great solution to a question many of
our customers have asked."
Created by Stop & Shop's advertising agency Mullen in Wenham, Mass., the integrated
campaign takes a solution-based approach to grocery shopping. The campaign highlights
every-day dilemmas, each ending with the line "Solved," showing how Stop & Shop's
convenience and selection can help moms and all shoppers combat the same old routine when
looking for groceries, meeting the high expectations of their families and finding
affordable organic products.
The campaign will be featured on television, radio, in-store signage and direct mail. The
new TV and radio spots break beginning Monday, September 26 in the Boston, Rhode Island
and Connecticut markets.
ABOUT THE CAMPAIGN
In the first spot to launch, a mother and father are arguing about the purchase of
"Nature's Promise" brand organic snacks. The father assumes (incorrectly) that since the
snacks are organic, they must have the same high-price tag found on many similar
products. The scene then switches to a Stop & Shop supermarket aisle, where mom
points out the snack's lower price. The father promptly fills their shopping cart with
some of his own "Nature's Promise" favorites. The ad ends with the lines "Wallet-friendly
organics. Solved."
"The advertising is different because it shows the role of the supermarket is different,"
said Amy Hunt, group creative director at Mullen. "It's no longer just about going into
the store and working through a shopping list. It's also about finding solutions and
inspiration to tackle a host of everyday challenges."
About Stop and Shop
The Stop & Shop Supermarket Company based in Quincy, Massachusetts, employs more than
58,000 associates and operates 365 stores throughout Massachusetts, Rhode Island,
Connecticut, New Hampshire, New York and New Jersey. For more on Stop & Shop, visit
www.stopandshop.com
About Mullen
Mullen, an Interpublic company, is a $640 million full-service agency known for its
interdisciplinary team approach to building brands. Mullen's client portfolio includes
General Motors, Nextel, Wachovia, Eddie Bauer, and Four Seasons Hotels and Resorts,
Pennsylvania Department of Tourism and Highmark. Headquartered in Wenham, MA, the agency
operates full-service offices in Winston-Salem, N.C., Detroit, Mich., and Pittsburgh, Pa.
For more on Mullen, visit www.mullen.com.
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