"Affordable, reliable and above all... loyal to the people we serve."
“We know you and you know us. We are a part of your community.”
These are just two of the core messages that Stop N Shop communicated with its new advertising campaign, which was launched last Tuesday night at Gateway Hotel.
The campaign places an emphasis on such core brand values as affordability, reliability, quality, innovation and strong industry leadership.
The Stop N Shop employees are also central to the new advertising motifs.
The images, shot in a natural, candid style of photography, depict actual Stop N Shop employees, which makes the advertising campaign very Papua New Guinean.
The Stop N Shop employees were treated as VIP guests during the launch.
|CPL chairman Mahesh Patel (centre, front) with Empire Worldwide team and his CPL employees during the launch|
CPL Group’s CEO, Ravi Kant Singh, said: “This ad campaign is a reflection of values that Stop and Shop represents as a brand and on the other, it’s a celebration of a special relationship that exists between Port Moresby, its residents and Stop N Shop.
“This ad campaign is a tribute to those heroes who lead their life with simplicity and honor.
“It’s a tribute and celebration of our home, our city of choice Port Moresby; we often ignore its virtues and myriad of sights and sounds which make it a very special place.”
Together, the image, the background music and the text create a striking, emotional message that integrates the notions of simplicity, reliability, hardwork and affordability.
The new Stop N Shop advertising campaign is being deployed in daily newspapers, radio stations and television starting February 29.
Empire Worldwide is responsible for the creative development of Stop N Shop's new advertising campaign.
Stop N Shop is part of CPL Group, PNG’s biggest retailing network.
To its credit, CPL Group has now established five strong retail brands namely City Pharmacy, Stop N Shop, Hardware Haus, BonCafe, HomeMaker and now, Paradise Cinema.
As of year 2011, the CPL Group has a combined retail operations of 54 stores nationwide and employs over 2,000 staff of which 95% are Papua New Guineans.
Its retail network spans health and beauty chains, grocery, hardware stores, coffee shops and now, multiplex cinema.