Hannaford Supermarkets’ Campaign Touts Customer and Community Impact

Hannaford Supermarkets has released a new brand campaign that aims to demonstrate how the grocery and pharmacy retailer creates “more good” for the customers and communities it serves.

The “All for Good” campaign, currently rolling out across Hannaford’s footprint in New England and New York, is brought to life via television, radio, social media, digital and out-of-home platforms, according to the company.

“We hear it all the time — our customers really care that Hannaford shares their values,” says Sarah Guzman, vice president of marketing for Hannaford Supermarkets. “They want life to be a little easier, their communities to be stronger, and groceries to stay affordable. This campaign shines a light on the many ways we show up for our customers and the neighborhoods we’re proud to be part of.”

The company says the “All for Good” campaign is rooted in how Hannaford provides solutions for real, everyday moments that matter — from making a healthy dinner on a budget, to conveniently supporting local farms and producers, to investing in programs that increase food access and create a healthier planet. The campaign shines a spotlight on the everyday care that Hannaford delivers by nurturing its customers, associates and communities.

“The ‘All for Good’ campaign is more than just a tagline. It’s how we connect with our customers on a deeper level,” Guzman says. “When you shop at Hannaford, you don’t have to compromise — local and affordable, care and convenience, people and planet. That commitment to caring for what helps our communities thrive has been at the heart of our brand since our founding in 1883.”

The ”All for Good” campaign creative can be viewed here.

Hannaford displays its “All for Good” promise beyond this campaign. The retailers says a few examples in action include:

• Hannaford partners with more than 135 farms and approximately 1,100 local producers to offer more than 8,700 quality local products in its stores.
• In 2024, Hannaford contributed more than 27.6 million pounds of food to nonprofit organizations, including food pantries and hunger relief organizations, across its five-state footprint.
• Since 2021, Hannaford stores have diverted or donated all food at risk of going to waste — sending no food to landfills.
• In 2024, Hannaford awarded more than $2.3 million in grants to non-profit organizations in communities across its marketplace.
• Hannaford raises approximately $900,000 annually for nearly 2,000 local schools.