Stop & Shop TV, Web Offer Slices of Reality

BOSTON Stop & Shop and Giant Food supermarkets hop on the social marketing bandwagon in a new campaign from Mullen.

The IPG shop in Wenham, Mass., has crafted unscripted, documentary-style TV spots and launched online forums that focus on how real people connect with the grocery chains and rely on them to improve their daily lives.

“In this age of the in-charge consumer, it’s vitally important to bring real people to the forefront of the brand,” said Mullen group cd Amy Hunt. “These consumers have wonderfully authentic stories to tell and these two brands are clearly focused on listening and reacting to what they have to say.”

The 30-second TV spots follow four different women—Natalie Tucker, Noreen Kennedy, Maggy Cook and Megan Lee—and provide glimpses into how they depend on the stores for practical food solutions to make their lives easier to manage. The subjects—a working mom, a stay-at-home mom, a woman caring for an elderly parent and a woman trying to provide her family with an organic lifestyle—were chosen to represent a cross-section of consumers.

At two online venues, stopandshop.tv and giantfood.tv, consumers are asked to publish their own stories with videos. Each month, contributors chosen at random will receive $100 gift cards and the chance to appear in future commercials.

The effort breaks today and continues through year’s end in the Northeast and Atlantic Coast markets served by Giant and Stop & Shop.

The Quincy, Mass.-based client spent approximately $20 million in measured media in 2006 and more than $12 million through August of this year, according to Nielsen Monitor-Plus.