Greenberg Gains Grocery Billings

Hub Shop Scores Shaw’s Supermarkets, Relinquishes Ro-Jack’s
BOSTON–Although it didn’t win the pitch for Shaw’s Supermarkets the last time around, Greenberg Seronick O’Leary & Partners bided its time. It was worth the wait.
The Boston shop last week was awarded the estimated $3 million account after the supermarket chain parted ways with Mintz & Hoke in Avon, Conn.
Client executives remembered Greenberg Seronick from a review the company conducted just a year ago, said Shaw’s representative Bernie Rogan.
“Their expertise and creative work is well-known, and they showed us a great deal of knowledge of our world,” said Rogan. “Don’t ask me why we didn’t pick them the first time.”
Greenberg Seronick will create TV, radio and print ads for Shaw’s, in addition to collateral materials.
The agency handled Star Markets in Cambridge, Mass., for nine years, a relationship that ended in 1995.
More recently, the Boston shop has worked on a project basis for Mansfield, Mass.-based Ro-Jack’s Food Stores, a small chain of 13 grocery stores in Rhode Island and southern Massachusetts.
“Obviously [Ro-Jack’s and Shaw’s are] a conflict,” said agency partner and co-creative director Gary Greenberg. “We’re going to finish up and not leave them hanging.”
A radio campaign for Ro-Jack’s is now airing in southern Massachusetts and Rhode Island, Greenberg said.
Other Boston shops are said to be holding talks with the client, according to sources. Ro-Jack’s officials could not be reached by press time.
Shaw’s, based in East Bridgewater, Mass., operates 126 grocery stores throughout New England. Less than a year after Shaw’s held an review and awarded its account to Mintz & Hoke, the agency and client mutually agreed not to renew their contract for 1999.
Rogan acknowledged that Mintz & Hoke faced a daunting challenge when it replaced Shaw’s former agency, Creative Design in Portland, Maine, which had handled the business for nearly 20 years.
“Creative Design worked very well with us,” Rogan said. “It’s a hard act to follow. After working as long as we did with them, I think anyone coming in would have a hard time.”
Shaw’s spent $1.6 million on advertising for the first half of this year, and nearly $3 million during 1997, according to Competitive Media Reporting.