Stop & Shop Partners with C Space on New Campaign Emphasizing Empathy by Placing Real Customers at Forefront
Unscripted, Documentary-Style Ads Offer an Authentic Look at Everyday Shoppers
October 10, 2018 --
BOSTON, Oct. 10, 2018 /PRNewswire/ -- Stop & Shop, a neighborhood grocery store for more than 100 years, partnered with customer agency C Space to launch an above-the-line advertising campaign titled "You Got It." Looking to bring customers into its newest creative in an authentic way, Stop & Shop eschewed traditional advertising agencies for C Space because of the agency's deep experience in customer relationship-building and insights. Rather than actors, the documentary-style ads feature real customers filmed amidst the happy chaos of their daily lives. Designed to embrace the reality of busy routines as they juggle kids and work, the campaign offers a genuine look at how Stop & Shop helps them get it all done so they can spend more time with their families.
"We wanted to connect directly with our customers in a meaningful way with this campaign—and to let them know that we really understand and care about them," said Whitney Hardy, SVP, CMO of Stop & Shop. "Our customers are at the core of the change that's underway at Stop & Shop. Everything we're doing from our creative to new in-store features is centered around making things easier for them so that they can enjoy what matters most."
C Space developed a tool they call the "empathy engine," which was used to inform the campaign, and includes a community of several hundred Stop & Shop customers available 24/7 to offer real opinions and insight. Insights around the changing needs of Stop & Shop customers from a range of robust research (from Stop & Shop's own research and C Space's empathy engine) were also the driving force behind larger scale changes for the brand as Stop & Shop unveiled a fresh new look and enhanced store format at 21 stores in Greater Hartford last week.
"Stop & Shop wanted to do something unexpected. We're not an ad agency. We're a customer agency. Real life is what we do best. So that's what we gave them," said Franco Bonadio, Chief Creative Officer at C Space. "We believe that the customer experience encompasses everything—from in-store to ads. Stop & Shop is forging an emotional connection with their customers by choosing to partner directly with them as opposed to advertising AT them."
With plans to update its 400+ stores across the Northeast, the brand is committed to reshaping its entire shopping experience around the customer as it repositions for future success.
The campaign launched on TV, radio, online video and out-of-home on October 5 in Connecticut, and on October 8 in Massachusetts, Rhode Island and New York.
Ad Footage (:15 and :30) https://vimeopro.com/cspacevideo/you-got-it
Stop & Shop:
A neighborhood grocer for more than 100 years, today's Stop & Shop is refreshed, reenergized and inspired, delivering new conveniences for customers. Committed to helping its communities enjoy better food and better lives, Stop & Shop has a longstanding history of giving back to the neighborhoods it serves with a focus on fighting hunger and helping children to enjoy a healthy lifestyle. The Stop & Shop Supermarket Company LLC is an Ahold Delhaize USA Company and employs more than 61,000 associates and operates over 400 stores throughout Massachusetts, Connecticut, Rhode Island, New York and New Jersey. To learn more, visit www.stopandshop.com.
C Space is a global customer agency. We create rapid customer insight and business change. We work with some of the world's best-known brands like Walmart, McDonalds, Jaguar Land Rover, Monster, Samsung, IKEA and more to build customers into the ways companies work and deliver on "Customer Inspired Growth." By building ongoing relationships with customers through private online communities, our clients stay relevant, deliver better experiences, launch successful products and build loyalty.
Our customized programs are tailored to specific business needs and include private online communities, in-person events & workshops, data & analytics, socialization, storytelling, and business consulting. We have 550 employees globally.
We're headquartered in Boston, London and Shanghai, but also have offices in New York, San Francisco and Mexico City. To learn more, visit www.cspace.com.
Director, External Communications & Community Relations
SOURCE C Space
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