A&G Wins N.E. Supermarket Account

BOSTON Hannaford Bros. said it has selected Allen & Gerritsen as its lead agency following a review.

The independent shop in Watertown, Mass., bested DeVito/Verdi in New York, which is also independently owned, and Tierney Communications, an Interpublic Group agency in Philadelphia, in the final round of the competition.

Pile and Co., the consultancy here, oversaw the process. Berenter Greenhouse & Webster of New York, also owned by IPG, competed in the semifinal round.

Bruce Daman, director of brand communications at Hannaford, attributed A&G’s selection to its “strategy, creative and knowledge of retail.”

Hannaford spent $4 million in domestic measured media last year and approximately $3 million so far in 2006, per Nielsen Monitor-Plus.

The Scarborough, Maine, chain operates about 150 stores in five Northeastern states: Maine, Massachusetts, New Hampshire, New York and Vermont, with more than 25,000 employees. The company is a unit of Delhaize Group in Belgium.

The client’s recent growth spurt and desire to ramp up its advertising presence drove the decision to hold a review.

Portland, Maine-based Via, an independent agency that also has an office here, worked for Hannaford on various marketing projects, but was not considered the chain’s lead shop. Via recently picked up work on the H.P. Hood account.