A&P, Valassis Forge In-store Marketing Partnership

The Great Atlantic & Pacific Tea Co. (A&P) and Valassis, Livonia, Mich.-based media and marketing services company, have entered into a multiyear partnership to develop and execute in-store marketing and media programs. The relationship will maximize efficiencies across the A&P’s various banners to create a shopping environment directly addressing shoppers’ needs.

“At A&P, our mission is to enhance the customer experience, drive customer value and develop a clear brand identity every day,” said Tom O'Boyle, EVP, merchandising, marketing & supply chain at the Montvale, N.J.-based grocer, which operates A&P, Waldbaum’s, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, SuperFresh and Food Basics stores in eight states and the District of Columbia.

Under the partnership, A&P will develop a consistent look for its in-store marketing and media programs, aligning them with the company’s overall marketing aims.

“The in-store customer experience that A&P is creating will no doubt redefine the food, drug and mass merchandise sector,” noted Michael Kowalczyk, Valassis’ VP and general manager of in-store marketing.

Valassis’ RedPlum media portfolio delivers weekly value to more than 100 million shoppers across a multimedia platform encompassing in-home, in-store and in-motion components.