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Tops Markets LLC’s annual holiday commercial, which features its own associates performing a seasonal tune, was produced with all local vendors, according to the Williamsville, N.Y.-based supermarket chain.
“As a locally owned western New York company, it just felt natural to highlight our associates, as well as using local advertising and production resources, to bring our holiday greetings to our many area customers,” noted Tops President and COO John Persons.
Produced by Buffalo, N.Y.-based company dPost, the commercial features scenes of associates at work while a choir comprising 11 Tops employees, glimpsed at the beginning of the spot, sings “Carol of the Bells.” Tops CEO and board chairman Frank Curci also appears in the ad.
The idea to use Tops workers rather than professional actors and singers came from Depew, N.Y.-based integrated marketing communications agency FARM Buffalo. “When it came time to brainstorm ideas for Tops’ annual holiday commercial, we decided that the associates and their dedication to customer service should star in this year’s spot,” said FARM Buffalo COO Bryan LaFauve. “We’re thrilled with the result and share in Tops’ pride for the associates who created the soundtrack. There truly was some holiday magic involved.”
The commercial began airing in early December and will continue to run through the Christmas holiday. It can also be viewed online.
Employing more than 16,000 associates, Tops operates 167 full-service supermarkets 162 company-owned and five franchise locations in upstate New York, northern Pennsylvania and western Vermont.