Shaw’s, Mintz Part Company

Supermarket Chain Conducts Search for Successor
BOSTON–Less than a year after naming Mintz & Hoke its agency of record, Shaw’s Supermarkets is shopping for a new marketing partner.
The client and agency agreed that Mintz & Hoke’s contract for 1999 will not be renewed, said agency chairman Joe Hoke.
“They are a fine supermarket operation. It just didn’t work out between us,” said Hoke.
The Avon, Conn., shop will continue to work for the client through the end of the year, according to Shaw’s representative Bernie Rogan. Meetings with agencies to replace Mintz & Hoke have already been conducted and a successor should be announced in the near future, he said.
“We are very demanding,” Rogan said. “Retail is detail, and [our next agency] has got to be someone who understands that and and offers a full range of agency services.”
East Bridgewater, Mass.-based Shaw’s will most likely seek a nearby agency, Rogan said. Shaw’s spent $1.6 million during the first six months of this year, and nearly $3 million in 1997, per Competitive Media Reporting.
After winning the business last November, Mintz & Hoke created a broadcast campaign that modified Shaw’s tagline–“Good food costs less at Shaw’s”–by adding, “a whole lot less.” Spots broke in May and poked fun at other grocery stores for holding specials only on select items, while Shaw’s has low prices every day on all items.
One 30-second TV spot urges shoppers to switch to Shaw’s because the store checks more than 8,000 prices to pass on savings to customers. Another 30-second execution, called “Sound Bites,” tempts shoppers with the store’s summer produce.
Shaw’s, a division of J. Sainsbury in London, operates more than 120 supermarkets throughout New England.