Mullen Breaks First Campaign for Stop & Shop

BOSTON–Stop & Shop targets busy mothers in its first ad campaign from Mullen.

Four TV spots, created by the agency in Wenham, Mass., will begin breaking in the Northeast on Sept. 9 during family-friendly programming. The ad budget for the 300-store Quincy, Mass.-based supermarket chain is about $10 million.

In one commercial, a woman is shown sitting in her doctor’s office, responding to his inquiry about her children. “My youngest is going into high school,” she says as a shopping list, handwritten with items needed for back-to-school, appears onscreen: “Apples, bologna, cheese, pens and pencils,” the list reads. When the doctor notes that she’s put on a few pounds, another “diet” food list appears, reminding her to pick up rice cakes, salad and grapefruit. Actually, your weight is perfectly normal for a woman who’s going to have a baby,” the doctor continues. As the woman’s expression turns to one of surprise, yet another list appears, this time showing prenatal vitamins, bottles, diapers and other baby-care items.

The spot closes with the long-running tag, “All the ingredients.” A voiceover recites a new subtag: “You take care of your family. Let Stop & Shop take care of you.”

Outdoor, radio and in-store efforts are also in the mix.