CEDARHURST, NY - Ahold Delhaize banner Stop & Shop will have some new marketing moves in place this time next year, with the retailer announcing its has named independent agency Curiosity its new creative agency of record. As reported by news source Adweek, Curiosity will be responsible for the full range of creative for Stop & Shop, including strategic planning, creative campaign development and brand platform development.

“We’re really looking forward to kicking off our work with Curiosity as we continue to build upon the foundation of our ‘Feed the Moment’ brand platform,” Lisa Martinelli, Vice President of Marketing and Brand Experience for Stop & Shop, commented. “With relevant industry experience and impressive capabilities, we believe Curiosity is the ideal agency partner for this moment in the evolution of our brand strategy.”

The partnership’s first major integrated campaign for the retail banner is set to debut in 2025. For Curiosity, the source observed the move represents a return to the grocery space.

Previously the agency spent two years as creative AOR for FreshDirect, formerly owned by Ahold Delhaize, in the leadup to its acquisition by Geitr in 2023.

“Grocery is one of very few categories consumers experience every single week, oftentimes multiple times a week. That, along with the fact that there are now multiple ways to shop and dozens of competitors from traditional grocery to food delivery, makes this an exciting creative challenge we are ready to solve,” Partner and Chief Marketing Officer of Curiosity Ashley Walters said in a statement.

To read more about the deal, find the full report here.

With a declaration that Stop & Shop is focused on enhancing its brand positioning and standing out amid the competitive grocery circuit, we expect there is much to come from this news and will continue to report as it becomes known.