Hannaford Supermarkets has launched “If You Know, You Go,” an omnichannel brand campaign the company says is designed to strengthen customers’ connection to the grocer by celebrating the everyday moments that keep them coming back.
Developed with advertising agency Chemistry, the campaign brings to life the reasons customers choose Hannaford through lighthearted, relatable “insider moments,” while emphasizing the retailer’s commitment to fresh, quality food at everyday low prices.
“Hannaford customers already count on us for fresh, high-quality food, caring associates and a deep commitment to supporting the communities we serve,” said Sarah Guzmán, VP of marketing at Hannaford Supermarkets. “With ‘If You Know, You Go,’ we’re highlighting some of the many ways Hannaford helps make our customers’ busy lives easier, from value they can count on to meal solutions, and why they keep coming back.”
The campaign builds on “All for Good,” which remains the throughline conveying Hannaford’s purpose and commitment to cultivating thriving communities. “If You Know, You Go” translates that platform into practical proof points that show up across customers’ shopping experiences.
“Retail advertising often focuses on getting shoppers through the door. We wanted to celebrate what keeps them coming back,” said Hannah Williams, executive creative director at Chemistry. “The best retail campaigns don’t convince people to love a brand, they remind them why they already do. ‘If You Know, You Go’ turns the little moments Hannaford shoppers appreciate every week into insider knowledge people naturally want to share.”
The campaign is live across digital video, display, paid social and other paid and owned channels.
Hannaford operates 188 stores in Maine, Massachusetts, New Hampshire, New York and Vermont, most with full-service pharmacies. Founded in 1883 and headquartered in Scarborough, Maine, the grocer employs nearly 30,000 associates. In 2025, Hannaford donated nearly 29 million pounds of food to hunger relief organizations and supported approximately 145 community partners across its footprint.
Chemistry has offices in Atlanta, Pittsburgh, New York and Miami, with clients including Coca-Cola, Comcast, Five Guys, Netflix and the NFL.