Hannaford names new ad agency

Hannaford Supermarkets has selected Boston’s MMB as its new agency of record, the agency said.

MMB said it will provide creative strategy and execution services for the Scarborough, Maine-based grocer.

“It’s hard to not fall in love with a brand like Hannaford.” MMB CMO Liz Vanzura said in a statement. “Throughout the agency selection process, we became increasingly excited about the richness of their heritage and the authenticity of the brand today. In the increasingly competitive grocery landscape, consumers are seeking more from their shopping experiences, and we believe that Hannaford is uniquely positioned to deliver. We’re thrilled to partner with Hannaford to help tell their story.”

Hannaford had most recently been worting with Allen & Gerriston, which created its “Shop to the Fullest” campaign.

“MMB’s creative work will bring to life who Hannaford is and always has been — a company that is committed to quality fresh foods, great service, dependable value and being part of the community,” Mary Wright, VP of marketing and brand strategy for Hannaford, said in a statement. “We are excited to explore new ways of telling the Hannaford story in the Northeast through our partnership with MMB.”