Stop & Shop has unveiled its first major campaign in collaboration with independent creative agency Curiosity, produced by Good Behaviour and directed by comedy specialist Pete Marquis. Titled Good Things Are in Store, the integrated campaign introduces customers to “Justin,” a hyper-enthusiastic store associate who embodies the supermarket’s renewed commitment to value, quality, and trust.
Justin’s character is at the heart of the campaign. From filming commercials during his break to harmonizing about weekly deals with customers, and even counting more than 10,000 sale items in-store every Friday, he represents Stop & Shop’s mission to be a go-to destination for savings, freshness, and convenience. His upbeat personality brings the brand’s promise to life in a humorous yet genuine way.
“Over three nights of shooting with director Pete Marquis, our Justin character bobbed and weaved his way through every part of the store delivering the goods,” Curiosity shared. “From our core messages to unscripted comedic moments, Justin captured everything there is to love about grocery shopping.”
The campaign aligns with Stop & Shop’s longstanding ethos to Feed the Moment while marking a new chapter focused on rebuilding trust and deepening customer relationships. Over time, Good Things Are in Store will expand to spotlight the brand’s broader strategic pillars, including product quality, variety, and freshness—always anchored by Justin’s tireless energy and dedication to customers.
