Bloom Tells Consumers: ‘Shop Happy’

BOSTON The nascent Bloom grocery chain next month launches a $4 million broadcast campaign to introduce 40 stores in the Washington, D.C., area, the company’s first expansion outside its North Carolina test market.

BooneOakley in Charlotte, N.C., crafted the 30-second TV spots, which show shoppers and employees singing and dancing through the aisles of a Bloom store in Herndon, Va. An updated version of the theme song from the early-1970s sitcom The Partridge Family is used on the soundtrack. The lyrics now tout the Bloom shopping experience. The refrain has been changed from “C’mon, get happy” to “Come in, shop happy.”

The work targets upscale households—and primarily women ages 34 to 50. Radio ads are also in the mix.

Ames Scullin O’Hare in Atlanta handles media chores.

Julian Luetz, who has worked with pop heavyweights like Usher and Christina Aguilera, directed the spots. David Oakley and John Boone served as creative directors; Matt Klug handled art direction; Paul Korel wrote the copy.

Independent BooneOakley also works for HDNet and HBO Video.

The client is a division of Delhaize Group’s Food Lion in Salisbury, N.C.