case studies    <back to main case studies page Shop Rite - WAKEFERN Goal: Reinforce the image of ShopRite as the neighborhood supermarket Background: NJSIAA Cup Awarded to six New Jersey high schools with the best overall record of sports achievement based on a total of points awarded for performance in conference and state placement in all sports. Participation includes all public and parochial schools in the state. Agency Activities: Reinforce ShopRite’s sponsorship of this massive statewide program with publicity at every step of the annual award cycle including: • News announcements and interviews with the state’s sports editors in the print and broadcast media. • News announcements updating the placement of schools at the halfway and three-quarter marks in the high school athletic year. • Announcement of finalists to sports and local media throughout the state. • Participation of individual ShopRite stores in winners’ markets including coordination of live presentations of awards at individual schools and assistance with speech writing for local supermarket executives. • Media alerts and coordination of press coverage of award presentations with six winning schools. • Representation of ShopRite by the agency at each awards presentation. Background: ShopRite Partners in Caring Program A $3 million a year program that provides awareness of the hunger issue and funding provided by Wakefern and its retail product partners to neighborhood food banks and kitchens from Delaware to Massachusetts. Agency Activities: • Worked with the client on the development and production of an eight-minute video depicting the plight of the hungry in the New Jersey/New York area. Publicized the video nationwide resulting in the mass duplication and dissemination of the video to national, state and local hunger organizations requesting the tape for their own use. • Assisted client with the development and placement of a traveling exhibit on hunger which was viewed by hundreds of thousands of East Coast residents in locations such as the state capitol rotundas of the states of New Jersey and Massachusetts and scores of other high traffic public environments. • Publicized small grants totaling more than $2 million that were given to hunger organizations, soup kitchens and food pantries from Delaware to Massachusetts. • Worked closely with client and major retail product clients supporting the program to gain publicity nationwide. Background: ShopRite Cooperative Member Support Agency Activities: Provide content, photography and design for consumer newsletters and for co-op members newsletters directed at employees. Results: Clearly established ShopRite Supermarkets as a co-op and as individual stores as the community-oriented, caring provider of supermarket goods and services, particularly in its dominant geographic markets.