Supervalu and Valassis Communications, Inc. have aligned to develop and execute in-store, at-shelf marketing programs aimed at maximizing efficiencies across the Minneapolis-based retailer’s network of stores to better meet consumers’ needs.

The new alliance, effective May 1, 2010, will further enable Supervalu to create a consistent look to its in-store at shelf marketing programs, in alignment with the company’s overall marketing objectives.

“At Supervalu, we’re continuously looking to enhance the shopping experience for our customers,” said Steve Michaelson, CMO at Minneapolis-based Supervalu. “As America’s Neighborhood Grocer, we’re focused on creating a locally relevant, easy-to-shop experience for customers.”

Noting that its in-store marketing programs “are strategically in line with Supervalu corporate goals and objectives, and will deliver value to their customers and the CPG community at large,” Michael Kowalczyk, VP/GM of in-store marketing for Livonia, Mich.-based Valassis, said the new relationship “exemplifies our commitment to providing a suite of in-store marketing strategies that are based on offering consumers real value, especially in these trying economic times.”

Supervalu is also working with Valassis to bring a program to the grocer’s independent affiliates via its independent sales and marketing platform.

Supervalu’s national store network consists of approximately 4,300 stores composed of about 1,200 traditional and premium stores, including 850 in-store pharmacies; 1,180 hard-discount Save-A-Lot stores, of which 860 are operated by licensee owners; and 1,920 independent stores serviced primarily by the company’s traditional food distribution business.