MONTVALE, N.J. — The Great Atlantic & Pacific Tea Company, Inc. (A&P) announced the launch of an integrated marketing campaign that features President and CEO Sam Martin, the visionary behind the company’s comprehensive turnaround effort, as its primary spokesperson. The campaign highlights the company’s vision to be the best neighborhood food and drug store by offering high-quality, localized products, enhanced services and greater value.
“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 – “shopping just got a whole lot better” – captures 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,” said Tom O’Boyle, Executive Vice President of 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 includes a number of new programs, product lines and enhanced services that showcase how the Company is continually evolving to meet shoppers’ needs and interests. Some of the new products and programs 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.
- The Two Forks Bakery – A line of decadent desserts and bakery items, including tasty pies and cakes, Oh My Goodness! brownies, and a gluten-free Ultimate Flourless Chocolate Cake.
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 re-training 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, www.aptea.com, has been revamped to align with the new campaign.
Click here for a preview of the new commercial featuring President and CEO Sam Martin
About A&P
Founded in 1859, A&P is one of the nation's first supermarket chains. The Company operates 320 stores in six states under the following trade names: A&P, Best Cellars, Food Basics, The Food Emporium, Pathmark, Superfresh and Waldbaum's.
Source: A&P