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SCARBOROUGH, Maine -- Growth at supermarket chain Hannaford Bros. here has been so significant that the chain decided to review of its advertising strategy and seek an agency of record, reported Adweek, a sister publication of Progressive Grocer.
The New England grocer has retained Boston-based consultancy Pile and Co. to head up an account review. Hannaford spent $4 million in domestic measured media in 2005, and about $3 million through the first seven months of 2006, according to Nielsen Monitor-Plus. (Story continues below.)
"Due to growth of the company, they feel that now is the time to establish an agency-of-record relationship," noted a Pile representative. "[Hannaford has] been working with a variety of agencies to handle [its] marketing communications activities, but there is no incumbent in this review." The review will likely be completed in January.
According to sources cited by Adweek, Pile has started contacting small and midsize agencies with a creative focus and retail background, and Hannaford's preference is for a Northeast agency. Pile wouldn't give further information on which agencies are being contacted.
"We hope to be in the review, but no word yet," said John Coleman, c.e.o. of Via, a Portland, Maine-based independent agency that has worked with Hannaford on several campaigns over the past five years.
Delhaize-owned Hannaford operates about 150 stores in Maine, Massachusetts, New Hampshire, New York, and Vermont, with about 25,000 employees.