When thinking that I would have to analyze a grocery store television commercial for this blog post, I was thinking it would be bland, boring, and purely based on the product benefits of the grocery store that I chose, however, that is not exactly what I got. The Hannaford grocery store advertisement that I chose to analyze ties together grocery shopping with the meditation, enlightenment and zen (all presented with the essence of humor). The shopper is having is a . This correlation was interesting due to the fact that most people find their relationship with their grocery store brand to be one based on the “product benefits,” or solely based on what the grocery store can provide to the them. I believe what Hannaford is trying to do for their company is create a personality to their brand. Through this advertisement, and other similar advertisements, Hannaford is trying to give their brand a unique persona, something that usually is not associated with the world of grocery stores.
This advertisement’s message was presented in a couple different ways. First of all, I believe that Hannaford took a fairly humorous approach to this advertisement. People seeing another individual’s grocery shopping as such a seemingly religious experience would appear to be at least slightly comical to many. However, humor is definitely not the only way Hannaford presented their message. Hannaford also used the execution technique of dramatization. I’m honestly not sure if anyone would view their shopping experience as such an intensely enlightening experience, seeing themselves as the “guru of groceries” or having a “heightened awareness of lower prices.” This change-in-perception of grocery shopping definitely adds mo re excitement and interest to the usually bland idea of grocery shopping.
While this advertisement could have been easily played over the radio, there is a certain impact about it being shown on television. It creates a greater impact on the watcher because they can then envision themselves within this situation. They can see the meditative way the woman is shopping, and maybe connect to some small (or large) part of what she is doing and/or saying. People within the area where Hannaford’s is a common grocery store likely also understand if there are any stereotypes or commonalities among their customers, making it easier to see a relationship between the company and the advertisement.
While we have previously discussed the content of the advertisement, a lot of the advertisement’s power is held in its placement. As previously stated, Hannaford is a regional company, therefore, it likely requires the use of local advertising, or television airtime that is offered to more localized businesses. This kind of advertisement would likely be offered on two or potentially three dayparts (or segments of a broadcast day). Because it is a grocery company, with the primary actor being a mother, we can imagine this advertisement being on during the early morning, when they are getting their families ready for the day, or during the early news, likely the time parents are settling down after dinner to watch the news. The final daypart that would be useful to this advertisement would be the daytime section. Stay-at-home moms who watch television during part of their time at home could also potentially see this funny and relatable grocery advertisement during this period.