Shaw's Supermarkets, Inc. has hired Duxbury, Mass.-based GriffinConnect to design and implement the grocer's "Get Inspired" media and Web initiative, according to a published report.

In April Shaw's said it was collaborating with the "America's Test Kitchen" public television cooking show to roll out the program, which would offer recipes that consumers could easily prepare in no more than 30 minutes.

"Get Inspired" features Internet-only coupons, e-mail notices, and video clips from "America's Test Kitchen" episodes, GriffinConnect told the Boston Globe. The features can be accessed on Shaw's Web site.

A division of Griffin Publishing Co., the company said it handles the integration of the Web and e-mail marketing for "Get Inspired," in addition to its customer acquisition strategy.

Owned by Supervalu, West Bridgewater, Mass.-based Shaw's operates over 200 stores in New England.