Stop & Shop's Comeback Begins Again

As it begins to recapture customers lost to a strike and further develop a message around its ongoing rebranding, Stop & Shop has launched a new TV ad.

The newest “You Got It” commercial, which began airing May 10, builds on a slogan introduced in a round of ads last fall. The spot is set to Roy Orbison’s 1989 song of the same name and features scenes of customers shopping at a renovated Stop & Shop store and interacting with employees while highlighting various means of fulfillment, including grocery pickup and self-scanning. 

Ahold Delhaize's largest U.S. banner began a comprehensive rebranding campaign last fall only to see its New England stores battered in an 11-day strike that ended April 22.

The spot was created by the Boston-based agency C Space, which introduced “You Got It” last fall behind a series of documentary-style ads featuring Stop & Shop customers in their homes. The new spot and in some ways resembles the marketing approach used by Walmart in its well-regarded “Life’s Greatest Hits” campaign, which also pairs lively scenes with upbeat popular songs.

In introducing the campaign last fall, Franco Bonadio, chief creative officer of C Space, said Stop & Shop wanted to “do something unexpected.”

In a recent conference call discussing quarterly financial results, Ahold Delhaize CEO Frans Muller said Stop & Shop was “concentrating on recovering its business.” That includes resuming rollout of its store rebranding effort, and likely, analysts say, heavy price investment in markets hit by the strike.

Muller said marketing and promotional budgets will “help us to make sure that we get customers fully back. ... That's the best thing Stop & Shop can do: to serve our customers.”