Retail News Breaks
A&P launches marketing campaign
May 9th, 2012
MONTVALE, N.J. – A&P has launched an integrated marketing campaign featuring president and chief executive officer Sam Martin. The campaign highlights the chain’s vision to offer high-quality, localized products, enhanced services and greater value.
"We’ve made a promise to our shoppers to be the best food and drug store in their neighborhoods," says Martin. "We’re excited to debut our marketing campaign and show customers how we have fulfilled that promise by offering them the relevant products and services that meet their needs in clean, well-stocked stores that provide friendly and knowledgeable service."
The campaign’s theme — "shopping just got a whole lot better" — captures how the supermarketer is inviting customers to discover a more enjoyable and rewarding shopping experience. It also marks the first time the company will run a campaign embracing all five of its banners: A&P, Food Emporium, Pathmark, Superfresh and Waldbaum’s.
"The key to our success lies in providing food and drug stores that meet the needs of our customers in every neighborhood we serve," says executive vice president of merchandising, marketing and supply and logistics Tom O’Boyle. "That’s why, for the very first time in our history, we’ve launched one integrated marketing campaign that encompasses all of our stores. We chose Sam to be featured in our ads so that he could share his passion for a better shopping experience with our customers and help them see why coming to our stores is better than ever before."
The campaign includes a number of new programs, product lines and enhanced services that showcase how the chain is evolving to meet shoppers’ needs and interests. These include:
• Live Better Wellness — a total store health and wellness program designed to help shoppers make smart choices by providing them with products and shopping tips to live healthier lives.
• Woodson & James Beef — premium-quality Angus beef featuring steakhouse-quality meat at affordable prices.
• Mid-Atlantic Country Farms — local chicken, turkey and beef products raised by family-owned farms using humane and sustainable farming methods.
The Two Forks Bakery — desserts and bakery items, including tasty pies and cakes, Oh My Goodness! brownies, and a gluten-free Ultimate Flourless Chocolate Cake.
The campaign features in-store signage, direct mail and digital search components that began on April 20. TV commercials featuring Martin will break on May 10, with 30-second spots airing in the New York and Philadelphia metropolitan areas on selected network and cable stations, including HGTV, E!, The Food Network, Lifetime and TNT.
Other campaign elements include display ads, online video commercials and social media components. In addition, the company’s corporate website, www.aptea.com, has been revamped to align with the campaign.
A&P has upgraded several outlets in the past year, including two Pathmark units in New Jersey and two Food Emporium stores in Manhattan, and has plans to remodel more in the future. At the same time the company has been focused on retraining associates, implementing faster replenishment methods and creating more tailored offerings.
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