Good Behavior Does 'Good Things' for Stop & Shop
Stop & Shop’s new integrated campaign, “Good Things Are in Store” introduces shoppers to “Justin,” a hyper-enthusiastic store associate. It was directed by acclaimed comedy director Pete Marquis of Good Behavior. The work was developed by Stop & Shop in partnership with independent creative agency Curiosity, marking the first major work with Curiosity since the agency won the business in May 2024.
At the heart of the campaign is Justin – a souped-up associate who takes pride in sharing all the ways Stop & Shop delivers value to customers. Whether he’s filming the commercials during his break, singing about weekly deals and harmonizing with customers, or tallying the 10,000+ sale items in store (he counts them, every Friday), Justin is the embodiment of the brand’s commitment to being a go-to destination for savings, quality, and convenience. The campaign consists of three spots: Attention Shoppers, Passion, Dusting, and Cardio.
“Over three nights of shooting with director Pete Marquis of Good Behavior, our Justin character bobbed and weaved his way through every part of the store delivering the goods,” according to Jeff Warman, Chief Creative Officer of Curiosity. “From our main messages to gut-busting improv comedy, Justin embodied everything there is to love about grocery shopping.”
The campaign is rooted in Stop & Shop’s longstanding brand ethos to “Feed the Moment” and represents a fresh chapter for the company—one focused on rebuilding trust and reinforcing its role in helping customers get more for their money, every time they shop. “Good Things Are in Store” will evolve over time to highlight Stop & Shop’s broader strategic pillars, including quality, assortment, and freshness. But Justin’s tireless energy and sincere dedication to customers are here to stay.
Client: Stop & Shop
Karen Mitchell, Chief Marketing Officer
Lis Martinelli, VP Brand Experience
Jessic aWellman, Director, Integrated Marketing and Media
Dylcia Bamhart, Creative Director
Just Robinson, Brand Foundations Manager
Agency: Curiosity
Trey Harness, President, Partner
Jeff Warman, Chief Creative Officer, Partner
Christine Bowden, Account Director
Pam Fraser, Creative Director
David Perea, Associate Creative Director, Copy
Rachel Engle, Senior Art Director
Sara Kinney, Producer
Production: Good Behavior
Pete Marquis, Director
Adam Lawson, Executive Producer
Victoria Guenier, Executive Producer
Ashley Krick, Production Supervisor
Adam Whaley-Tobin, Production Coordinator
Don Burgess, Director of Photography
