S&H Ads Tout Update

Sperry & Hutchinson has released its first consumer campaign since the 104-year-old company said it was repositioning its Green Stamps program as digital-rewards currency called “Greenpoints.”
A 30-second spot by Mullen, Wenham, Mass., takes the audience window-shopping to the tune of “How Much Is That Doggie in the Window?” As the scene shifts to a girl buying a puppy online, the spot closes with a voiceover saying, “Greenpoints. Earn them on the things you buy. Spend them on the things that make you happy.”
The campaign attempts to romanticize the loyalty-and-rewards company’s past while updating its image for the dot-com age, said Mullen svp Sheila Leyne. “We’re trying to bring back the nostalgia without dwelling on it,” she said.
In addition to TV, Mullen, which has been working with S&H since last fall, has created several radio spots and a companion national business-to-business print campaign for the Manchester, Mass., company.
TV is running on broadcast in New York during programs including Good Morning America, Today, Friends, Who Wants to Be a Millionaire, 20/20 and Dateline. Print will run in Business Week, The Wall Street Journal and grocery-trade publications.
The spots support S&H’s partnership with the Foodtown grocery-store chain. Through the partnership, Foodtown’s metropolitan New York customers will be able to earn 10 points for each $1 spent on most purchases or additional points when they buy selected items. Shoppers can then redeem Greenpoints for merchandise through the S&H Greenpoints catalog or directly at the check-out counter.
The consumer portion of the effort will roll out regionally through the year as marketing partners are added nationwide. The ad budget was not disclosed.
S&H competitors include My-Points, Flooz.com and beenz.com. The client’s offering differs from these because its points can be used as both online and offline currencies, Leyne said. K