Shaw's Pushes Low-Price Strategy

Broadcast Ads From Mintz & Hoke Give Shoppers a Reason to Switch
BOSTON–Mintz & Hoke’s first work for Shaw’s Supermarkets positions the chain of groceries as an everyday provider of low prices.
The television and radio campaign pokes fun at other food stores for hosting specials only on select items. In addition, the Avon., Conn., agency modified Shaw’s tagline–“Good food costs less at Shaw’s”–by adding, “a whole lot less.”
“People are very comfortable with their grocery stores, and we have to give them a really good reason to switch,” explained Mintz & Hoke creative director Dik Haddad.