SCARBOROUGH, Maine – Hannaford Supermarkets is proud to launch “If You Know, You Go,” a new omnichannel brand campaign designed to further strengthen customers’ connection to the trusted grocery retailer by celebrating the everyday moments that keep customers coming back while emphasizing its ongoing commitment to providing fresh, quality food at everyday low prices.
Developed in partnership with the advertising agency, Chemistry, “If You Know, You Go” brings to life the unique reasons customers choose Hannaford through lighthearted, relatable “insider moments,” and addresses their everyday dilemmas with practical solutions.
“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, Vice President 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.”
While “All for Good” remains the throughline to convey Hannaford’s purpose and commitment to cultivating thriving communities, “If You Know, You Go” brings that purpose to life through everyday experiences that strengthen customer loyalty. By spotlighting the practical benefits customers appreciate most, the campaign translates “All for Good” into memorable, motivating 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. After all, that’s how lasting loyalty is built – not by shouting louder, but by giving customers something worth talking about.”
The campaign is now live across digital video, display, paid social and other paid and owned channels. For more information about Hannaford and the brand’s story, visit Hannaford.com.
About Hannaford Supermarkets
Hannaford Supermarkets is a leading regional grocer operating 188 stores in the Northeast, most with full-service pharmacies. Since 1883, Hannaford has been dedicated to delivering fresh, high quality food with care, while creating “more good” in its communities. Guided by its purpose to cultivate thriving communities, Hannaford continues to build on its commitment to uncommon care by supporting local community partners, being the most welcoming place to work and shop, and taking thoughtful steps to protect the planet for future generations. In 2025, Hannaford donated nearly 29 million pounds of food to hunger relief organizations and supported approximately 145 community partners across its footprint, helping expand access to fresh food, advance youth development, and support healthier lives. Headquartered in Scarborough, Maine, with stores in Maine, Massachusetts, New Hampshire, New York, and Vermont, Hannaford employs nearly 30,000 associates. Additional information can be found at Hannaford.com.
