Double Duty for Connelly Partners

BOSTON Connelly Partners is breaking its first significant work for two recently added clients: Shaw’s Supermarkets and Fallon Community Health Plan.

For West Bridgewater, Mass.-based Shaw’s, Connelly is introducing the theme “A little help along the way” in an effort to communicate with Shaw’s target audience, mothers with school-age children. Four 30-second TV spots depict everyday situations moms face, showing how Shaw’s (and its sister chain Star Market) can help.

For Fallon Community Health, the agency has replaced the previous positioning, “Where you belong,” with “Life’s always changing. And so are we.” In one TV execution, a middle-aged husband is seen trying to fit into his 1980s-era leather pants only to discover they no longer fit. A second spot shows a mom getting some help from her young daughter when her computer freezes. The message: Fallon changes and grows along with consumers’ needs.

The 195-store Shaw’s chain chose Boston-based Connelly for its estimated $3-5 million account following a review that finished in February. Allen & Gerritsen had previously handled the business and defended. Connelly won Fallon Community Health’s $2-3 million account in July in a competition that included incumbent RDW Group in Providence, R.I.

Independent Connelly (formerly Connelly Partners/CGN) has been one of the region’s best-performing agencies this year. In addition to Shaw’s and Fallon Community Health, the shop has also added assignments from Holmes Group’s Rival Kitchen, Stoneyfield Farm and others.