Shaw’s and Star Market Launch TV Campaign

BOSTON–Shaw’s Supermarkets and Star Market are preparing to launch a New England television campaign introducing the tagline “The choice is yours,” according to Boston shop Greenberg Seronick O’Leary & Partners, which is spearheading the effort.

The campaign premiers Oct. 7 and features two male “spies” dressed in women’s clothing as they check out Shaw’s and Star Markets meat, produce, bakery, deli and seafood sections. This marks the first time the two chains, both units of London-based J. Sainsbury, have shared a unified ad campaign. Six spots have been produced.

Shaw’s and Star Markets spent nearly $6 million on ads in 2000, per CMR.

The Shaw’s and Star chains are based in West Bridgewater, Mass. and operate 185 markets in the New England region, including 88 in Massachusetts. Greenberg Seronick has worked with the client since 1998.