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:

Rita Gunther McGrath: What’s Next for Strategy?

Rita Gunther McGrath: What’s Next for Strategy? Subscribe to the Outside In podcast: Author and Columbia Business School Professor Rita Gunther McGrath is a world-renowned expert on strategy, innovation, and growth. Her work has been a beacon for companies...

The physical brand

The physical brand Our physical experience with a brand is the brand. In our digital world, physical is disruptive. Daniel Sills is the producer of Outside In, a podcast that explores changes in business and consumer behavior and...

What being the number one supermarket really means

What being the number one supermarket really means

by Richie Jones (C Space)
Research Live

After a week of retail results, C Space’s Richie Jones looks at the changing landscape for the supermarkets and how it’ll take more than mergers to keep Sainsbury’s on top.

How millennials are disrupting healthcare — and how to change benefits because of it

How millennials are disrupting healthcare — and how to change benefits because of it

by Hannah Walker
Employee Benefit News

More than half (56%) of millennials visited a doctor’s office in the past year, compared to three-quarters (73%) of non-millennials, according to a survey from C Space Health.

Mike Sepso: ‘Esports are a New Layer of Sports’

Mike Sepso: ‘Esports are a New Layer of Sports’ Subscribe to the Outside In podcast: From Asia to the Americas, there are 320+ million esports fans around the world -- and the audience is expected to double by 2020. But the professional sport of...

Kohl’s is improving store performance by equipping managers with real-time customer data

Kohl’s is improving store performance by equipping managers with real-time customer data

by Hilary Milnes
Digiday

Customer data is going right down to the store level at Kohl’s, where the company is using it to serve managers action items around how to better drive sales in their stores. “These functional developments are becoming table stakes — that’s what everyone in retail is competing on,” said Bill Alberti, chief client officer at customer agency C Space.

Amazon Stock Plunges 10%: The Industry Reacts

Amazon Stock Plunges 10%: The Industry Reacts

by Hugh Williams
RetailTechNews

Amazon saw third-quarter earnings beat Street estimates, but its revenue and fourth-quarter outlook fell short of expectations, causing the stock to plunge 10% in extended trading. Christina Stahlkopf, senior research consultant, C Space, notes that despite the results, Amazon is still a unique business.

For the holidays, Walmart and Target are using physical store networks to compete with Amazon

For the holidays, Walmart and Target are using physical store networks to compete with Amazon

by Hilary Milnes
Digiday

Walmart and Target are getting holiday ready using the biggest asset that Amazon doesn’t have to drive sales during the shopping season: large store networks. Bill Alberti, Chief Client Officer at C Space, comments.

How To Love Qual Data At The Speed And Price Of Quant Data

How To Love Qual Data At The Speed And Price Of Quant Data

by Ken Yanhs
Forbes

Online communities can be a great way to blend quantitative and qualitative feedback together, particularly if you are looking for feedback from the same group over time. Companies like C Space and Fuel Cycle offer great solutions for building these communities and managing them over time, allowing marketers to engage with their customers and hear feedback in a deeper and more meaningful way.

The Majors Winners

The Majors Winners

The Drum

Created to highlight the extraordinary work carried out by both individuals and teams, across the creative, design and tech industries, The Majors awards – in conjunction with The Drum – took place last week. C Space took home the Major Marketing Team title.