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:

Rafat Ali, CEO, Skift: Where is Travel Going Next?

Rafat Ali, CEO, Skift: Where is Travel Going Next?Subscribe to the Outside In podcast: As humans, we crave travel. It connects us to each other and the world around us. Or, as Rafat Ali, founder and CEO of Skift, a leading travel media company, puts it, “Travel as a...

C Space Hires Head of Tech

C Space Hires Head of Tech

Research Live

Global customer agency C Space has appointed Alan Zall as chief technology officer, sitting on the business’ executive leadership team. Zall was previously vice-president of North America cloud delivery at Cloud Technology Partners, which is part of Hewlett Packard. In his new role, which he started on 27th September, Zall will focus on developing in-house scalable tools to create better relationships between customers and clients.

Big Brothers Big Sisters Forges New Path with Corporate Partner

Big Brothers Big Sisters Forges New Path with Corporate Partner

massnonprofit news

What began as a corporate contribution to help Big Brothers Big Sisters of Eastern Massachusetts retain volunteer mentors during the coronavirus pandemic has blossomed into a fuller partnership that is projected to save the organization $700,000 over five years, the organization recently announced.

De-risking new launches for biotech: the customer advantage

De-risking new launches for biotech: the customer advantage

PharmaTimes

With the capital required to develop breakthrough biotech innovations, it goes without saying that when it comes time to bring these offerings to market, the stakes are high. And they are even higher among smaller biotech players, who take on an even greater amount of risk. So what does it take to create a successful product launch in biotech today? C Space Health Managing Director Corey Schwartz spoke to executives from across the biotech space to understand the barriers to successful launches, and what (customer) strategies led to their success.

Humanizing Sustainability

Humanizing Sustainability

Interview with Philipp Bolthausen, Creative Director of Baume & Mercier

Interview with Philipp Bolthausen, Creative Director at Baume & Mercier By Lidi Grimaldi and Matteo Corbellino, Express Arena Subject Matter ExpertsLet me cite Karl Lagerfeld, “Trends are the noise before defeat”. Trends are short-lived and can be extremely...

Interview with Charles Stanley, President of De Beers Forevermark

Interview with Charles Stanley, President of De Beers Forevermark By Jeanie Havens, Express Arena Subject Matter ExpertCharles Stanley’s insight into the luxury jewellery business comes from his time at some of the biggest diamond brands in the world, including Harry...

Interview with Chase Polan, Founder and CEO of Kypris Beauty

Interview with Chase Polan, Founder and CEO of Kypris Beauty By Lidi Grimaldi, Express Arena Subject Matter ExpertChase Polan is the Founder and CEO of Kypris Beauty, a beauty brand which specializes in sustainably grown botanicals, and one which has developed a very...

Generation Wealth

Generation Wealth Looking back at the ostentatious tribes of the early 2000s   By Lauren Greenfield, Director of Award Winning Ad Campaign “Like a Girl”, anthropologist and writerLAUREN GREENFIELD/INSTITUTE Xue Qiwen, 43, in her Shanghai apar​tment, decorated...

The Renaissance of “Me”

The Renaissance of “Me”  By default, we tend to look at one thing as “better than” another. It doesn’t really matter what it is. You can believe that “more is better than less”. Or “less is better than more.” It’s that one is “better than” the other. Coke is...