MONTVALE, N.J. — A&P president and CEO Sam Martin, will be the star of the retailer's new integrated marketing campaign highlighting the company’s vision to be the best neighborhood food and drug store by offering high-quality, localized products, enhanced services and greater value, the company announced Wednesday.
“We’ve made a promise to our shoppers to be the best food and drug store in their neighborhoods,” said Martin. “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 is “shopping just got a whole lot better,” and it will mark the first timeA&P will run one marketing campaign across all of its A&P, The Food Emporium, Pathmark, Superfresh and Waldbaum’s stores. New programs, products and services highlighted in the commercial will include "Live Better Wellness," a total-store health and wellness solution designed to help shoppers make smart choices by providing them with products and shopping tips that help them live healthier lives; Woodson & James Beef, a line of premium-quality Angus beef featuring steakhouse-quality meat at affordable prices; Mid-Atlantic Country Farms, a line of local chicken, turkey and beef products raised by family-owned farms using humane and sustainable farming methods; and The Two Forks Bakery, a line of decadent desserts and bakery items.
“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,” said Tom O’Boyle, EVP merchandising, marketing and supply & 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 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, www.aptea.com, has been revamped to align with the new campaign.