Roster Shops Await Outcome In Shaw’s Purchase Of Star

A buyout of Star Markets by Shaw’s Supermarkets could create a windfall for Greenberg Seronick O’Leary & Partners–and spell trouble for Heater Advertising.
Greenberg Seronick in Boston, which was assigned Shaw’s estimated $3 million account in October, is at work on its first campaign for the East Bridgewater, Mass.-based chain. Heater, also in Boston, picked up Star Markets’ estimated $6-8 million account in June but has not created any ads for the Cambridge, Mass.-based chain.
Any decisions about advertising assignments, however, are taking a backseat for now, said Shaw’s representative Bernie Rogan. “There’s nothing to report yet,” he said. “It’s in the lap of the gods.” If a deal is completed, the combined entity would operate 179 supermarkets throughout the Northeast. –Sarah Jones