A&P president, CEO Sam Martin to be spokesman in new marketing campaign
MONTVALE, N.J. — Grocer A&P has announced the launch of an integrated marketing campaign that features president and CEO Sam Martin as its primary spokesman. The campaign, according to the company, highlights an enhanced customer shopping experience marked by cleaner stores, friendlier associates and better products.
"We've made a promise to our shoppers to be the best food and drug store in their neighborhoods," Martin stated. "We're excited to debut our marketing campaign and show customers how we have fulfilled that promise by offering them the relevant products and services that meet their needs in clean, well-stocked stores that provide friendly and knowledgeable service."
The campaign's theme — "shopping just got a whole lot better" — is designed to capture how the company is inviting customers to discover a more enjoyable and rewarding shopping experience. It also marks the first time that A&P will run one marketing campaign across all of its A&P, The Food Emporium, Pathmark, Superfresh and Waldbaum's stores.
"The key to our success lies in providing food and drug stores that meet the needs of our customers in every neighborhood we serve. That's why, for the very first time in our history, we've launched one integrated marketing campaign that encompasses all of our stores," stated Tom O'Boyle, EVP merchandising, marketing and supply and logistics at A&P. "We chose Sam to be featured in our ads so that he could share his passion of a better shopping experience with our customers and help them see why coming to our stores is better than ever before."
The campaign includes a number of new programs, product lines and enhanced services that showcase how the company continually is evolving to meet shoppers' needs and interests.
In addition, the company has upgraded several locations in the past year, including two Pathmark stores in New Jersey and two of The Food Emporium stores in Manhattan, and has plans to remodel more stores in the future. At the same time, the company has been focused on retraining associates, implementing faster replenishment methods and creating more tailored offerings across all of its stores.
The campaign features in-store signage, direct mail and digital search components that began on April 20. Television advertisements featuring Martin will begin on May 10, with 30-second spots airing in the New York and Philadelphia metropolitan areas on select network and cable stations, including HGTV, E!, The Food Network, Lifetime and TNT.
Other campaign elements include display advertisements, online video commercials and social media components. In addition, the company's corporate website has been revamped to align with the new campaign.