GREATER THAN GROCERIES

Hannaford wanted to reposition itself as more than just a price-anditem retailer. We needed to differentiate Hannaford by tapping into something far deeper and more meaningful. And talk about “value” in the context of the values that guide them as a company. After talking to Hannaford executives, employees, farmers, fishermen and customers, the insight revealed itself to us that a grocery basket could be filled with much more than just food.

“Greater Than Groceries” became our campaign platform—and was much more than just a line. It became a movement, an internal rallying cry and a daily mantra to celebrate what it means to be local. In an industry full of conglomerates buying their way into New England markets, it helped distinguish Hannaford’s commitment to making each shopper’s dollar go further than just the grocery cart. We created TV, social media and digital advertising in an animation style that is friendly, vibrant and accessible—perfect for delivering messages of community connection, quality and reliability, aligning with Hannaford’s “Greater Than Groceries” campaign.