Hannaford’s New Ad Campaign Connects Community Impact With Everyday Convenience

“All for Good” Shows the Heart Behind Hannaford’s Operations

Hannaford Supermarkets has launched its latest marketing push: the Hannaford ad campaign titled “All for Good.” The ads highlight how Hannaford supports local communities while delivering on convenience, affordability, and healthy options. This new approach shows that Hannaford stands for more than just groceries—it supports people and the planet, too.

In several spots, Hannaford employees interact with customers in relatable, heartfelt ways. These scenes showcase the retailer’s role in sustainability, hunger relief, and practical meal solutions. This refreshing mix of care and convenience defines the brand’s 2025 message.

Community-Focused Scenes Take Center Stage

One emotional ad shows a child asking what happens to unsold produce. An employee gently explains that Hannaford donates it to food pantries. Another spot features a child tasting store-brand chips, which she initially doubted, but ends up loving.

These real-life scenarios bring warmth and relatability to the Hannaford ad campaign, proving the chain values more than profit. By showing how Hannaford helps local farms and supports affordability, the ads create a deeper emotional connection with shoppers.

Convenience Plays a Key Role in the Campaign

Convenience is another central theme in the campaign. In one ad, an online shopper questions whether the apples he ordered will meet his standards. The Hannaford employee reassures him they will.

Another ad features a tired parent looking for a quick dinner solution. The store associate recommends a pre-sliced stir-fry kit. For busy parents needing quick snacks, the new “Snack Pals” display offers fruit-forward, better-for-you grab-and-go options.

These scenes demonstrate how Hannaford supports customers through everyday moments while staying focused on quality, time savings, and service.

A Shift in Messaging and Creative Direction

The “All for Good” campaign replaces Hannaford’s former “Greater Than Groceries” effort. It reflects a new storytelling approach driven by purpose, empathy, and local engagement. The campaign will appear across TV, digital, radio, social media, and outdoor platforms.

To execute this new vision, Hannaford partnered with The Variable, a creative agency based in Winston-Salem. Known for work with Liquid Death and Ultima, The Variable brings an edgy yet grounded tone to this new direction.

For PR, Hannaford also chose Red Thread PR, based in Philadelphia. These agency changes followed the appointment of Havas Media Network as media agency of record for several Ahold Delhaize banners.

A Brand Rooted in Purpose and Progress

The Hannaford ad campaign stands out because it combines storytelling with purpose-driven retail. Each scene connects small moments to big values—local partnerships, environmental responsibility, customer trust, and family care.

As Hannaford continues to evolve, this campaign positions it as a brand that understands and supports everyday lives. It proves that meaningful marketing can uplift and inform at the same time.