Cut to Customer: Why Stop & Shop Selected C Space (an Agency That Doesn’t Do Advertising) To Do Their Latest Ads

Stop & Shop’s new, unscripted, documentary-style ads offer an authentic look at real shoppers in their everyday routines.

C Space

October 5, 2018


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 their 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, and 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 Stop & Shop’s own robust research and C Space’s empathy engine) were not only used to shape new advertisements, but 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 this 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 all of 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.

Stop & Shop’s new campaign will launch on TV, radio, online video and out-of-home starting October 5th in Connecticut, Massachusetts, Rhode Island and New York.

You may be interested in:

Inflection Spotting

Inflection Spotting There’s a good chance that you’re lost right now. Perhaps something changed on your path, and you’re unaware that you’re headed in the wrong direction. The thing about being lost is that you’re usually lost for some time before you know...

What the Grocery Stores Holding Their Own Against Amazon Are Doing Right

What the Grocery Stores Holding Their Own Against Amazon Are Doing Right

by Amit Sharma
Harvard Business Review

A 2018 consumer survey by C Space found that shoppers were more likely to recommend and purchase repeatedly from brands that made them feel respected and understood.

The future of service stations

The future of service stations

by Ben Moncrieffe (C Space)

As electric cars become more common, and consumers continue to seek outstanding CX, service stations and interstate rest stops need to rethink their purpose and design. 

Guy Kawasaki: Evangelist in Chief

Guy Kawasaki: Evangelist in Chief Subscribe to the Outside In podcast: Guy Kawasaki pioneered evangelism marketing. Starting in the mid-1980s as Chief Evangelist at Apple, Kawasaki spread the good gospel of the Macintosh computer. The product itself,...
Critical: Listening

Critical: Listening

Critical: Listening I was in New York City attending a conference on “social media listening” when a shelter-in-place alert flashed across my phone. In that moment, social media was what I wanted to listen to. Julie Wittes Schlack is...

Tom Colicchio: Lessons from the Chef

Tom Colicchio: Lessons from the Chef Subscribe to the Outside In podcast: Tom Colicchio is a James Beard Award-winning chef and owner of Crafted Hospitality, a restaurant group with restaurants across the U.S. He’s also a judge on “Top Chef,” Bravo’s...

The death and rebirth of the gas station

The death and rebirth of the gas station Gas stations are unique places. They sit at the intersection of retail, hospitality, energy, and mobility. But the truth is, without serious innovation, gas stations will end up like deserted Wild West Main Streets....

The Lifestyle Experience

The Lifestyle Experience Thirty years ago, the brand was advertising. TV and radio commercials, billboards, print ads – these, along with word-of-mouth, were just about the only interactions customers had with a brand before they bought its products,...

Tina Sharkey, Brandless CEO: It’s Gotta Have Soul

Tina Sharkey, Brandless CEO: It’s Gotta Have Soul Subscribe to the Outside In podcast: Tina Sharkey is an entrepreneurial force. Since the days of the dial-up modem, she has been building communities, companies, and brands “with soul.” Today, she’s...

What Retailers Need to Know to Own Customer Experience in the Apparel Industry

What Retailers Need to Know to Own Customer Experience in the Apparel Industry

by Robert Howie (C Space)
Apparel Magazine

Although the market has proven uncertain for several brands, retailers can survive these difficult times. For the apparel market to succeed in delivering better experiences for customers, it needs to go back to basics.