Gkv’s Ultimatum: Save at Shoppers, or Else

ATLANTA In a new advertising campaign for Shoppers Food & Pharmacy, Gkv tells customers to save 20 percent at the store, or regret it later.

The Baltimore shop, designated Shopper’s agency of record last month, will handle market research, creative, public relations, direct marketing, and media planning and buying. Gkv said it has developed a campaign for the Washington, D.C., client that uses humor to promote the grocer’s customer service and savings.

Shopper’s new campaign focuses heavily on broadcast, according to Gkv, using television and radio advertising as well as print work. The goal of the campaign is to show how Shoppers is different from other grocers, and how saving up to 20 percent on groceries can help families financially in the long run.

Broadcast spots contrast the lengths to which consumers will go to save money with the negative effects of not shopping smart at Shoppers. One radio ad tells the story of a mother who did not take advantage of Shoppers’ daily savings. Because she did not save money, she was unable to pay her son Billy’s college tuition. Billy is forced to become a lounge singer and mom is tortured with thoughts of what could have been had she only saved money on groceries.

Another spot shows a second tragic situation that is sure to happen if shoppers do not take advantage of Shoppers’ low prices. Instead of taking a two-week beach vacation, a family must spend the summer in their backyard blow-up pool, being teased by neighbors who call the children “water weenies.” All radio and TV spots end with the tagline, “Smart shoppers shop Shoppers.”

Rick Rodgers, senior vice president of merchandising for the client, said that the company was immediately impressed with Gkv’s strategic approach and creativity.

“We are confident that their experience in the industry, their breakthrough creative and ability to evolve our brand will prove successful for Shoppers Food & Pharmacy,” Rodgers said.

Stephen Rogers, Gkv’s executive vice president, said that the challenge of the new campaign is to make sure that Shoppers’ message of ‘everyday low prices, without sacrificing quality or selection,’ is presented in a way that is credible to consumers.

Broadcast ads broke this week in Baltimore, the shop said. Print launches on June 23, also in the Baltimore market.

Shoppers Food & Pharmacy, formerly Shoppers Food Warehouse, operates 58 stores in the mid-Atlantic region. The company said it is now focusing on upgrading in-store customer service, adding additional pharmacies, expanding product inventory and emphasizing fresh-food offerings.

Campaign spending was not given, but Gkv estimated annual billings at $5 million.