Spies Infiltrate Supermarkets

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Spies in drag infiltrate Shaw’s Supermarkets and Star Market locations in a regional TV campaign introducing the tagline “The choice is yours.”

The effort breaks this week from Boston shop Greenberg Seronick O’Leary & Partners and features two male “spies” dressed in women’s clothing.

The client spent nearly $6 million on ads in 2000, according to CMR.

In the new spots, the agents—apparently in the employ of an unidentified rival grocery chain—check out the produce, bakery, deli and seafood sections of Shaw’s and Star locations.

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