“When our customers walk into our stores, we want them to immediately feel that their feedback has been heard, and that they are getting great deals by choosing to shop with us. Rebuilding this customer trust takes time, and we are committed to earning it one trip, one cart and one conversation at a time,” said Karen Mitchell, chief marketing officer at Stop & Shop. “This campaign is a fresh, authentic way to show how we’re evolving — offering better value, quality products and a broad assortment, and a shopping experience that feels both reliable and welcoming. Justin brings this to life in a way that is fun, memorable and unequivocally Stop & Shop.”

The campaign will run across the brand’s Northeast footprint across mixed media. In-store extensions will connect the campaign to customers’ real-world shopping trips, supported by placements in Stop & Shop’s owned channels, including Savory magazine, and its weekly circular.

“Stop & Shop is making a lot of great changes to improve the shopping experience for their customers. Creating the character of the overly enthusiastic associate, Justin, allowed us to convey the genuine commitment of the brand in a welcoming way,” said Pam Fraser, creative Director at Curiosity, the independent creative agency that helped develop the campaign. “After an extensive search, we knew we made the right decision casting Stuart Hicar as Justin. He kept us laughing constantly, on and off camera, and we look forward to him being the face of the brand for years to come.”