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Star Markets: 'A Little Better'

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Grocery Chain Breaks Product Spots From Heater
BOSTON--Star Markets last week unveiled its first ad campaign from Heater Advertising since the shop picked up the account in June.
Six 30-second TV spots carry the theme, "Just one of those things that makes Star a little different--a little better." Each execution highlights a different Star Market offering, including organic foods, flowers and fresh-baked breads.
One ad, titled "Disappearing Loaf," shows a female shopper gobbling down bread before she reaches the checkout counter. Another spot, highlighting the World Market selection of international cuisine, shows two Greek women discussing Star's low prices.
"Nobody likes grocery shopping," said Bill Heater, agency chairman and creative director. "It ranks up there next to doing the laundry. If we can show how it's a little different, a little better, maybe we can create some kind of connection with the consumer so they might just enjoy it a little more."
The campaign "speaks to today's working women," said Star Markets executive vice president Carole Gates.
The spots will run for the next eight weeks on Boston-area TV stations. Media spending was not disclosed, but the client spent slightly more than $1 million on advertising last year, per Competitive Media Reporting.
Geoff Mullett wrote the ads, teaming with art director Jeremy Schwartz. Wendy Hudson was the producer.
Based in Cambridge, Mass., Star Markets Co. operates 49 regional stores and four Wild Harvest markets in Massachusetts.