Shaw's Impact '90

Date1989

Can DescriptionsPromotional tape for Shaw's Supermarkets which incorporates 2-second MCU shot of cow from Hinckley Collection at NHF (Catalog no. 5044-01-HINK-40). Opens with events of 1856, year in which Shaw's was founded, including stills of old grocery store interior and exterior, Discovery of Borax in California, toilet paper making machine, cow representing invention of condensed milk, first baseball association, first nickel (buffalo variety), first grocery bags. Also interior of old store and employees. Scene switches from old stills to color video with Michael C. Poore, Corporate Director of Advertising for Shaw's. He walks and describes company initiatives. Map of New England shows Shaw's territory including Maine, New Hampshire, Massachusetts and Rhode Island. Views of store including produce, seafood, salad bar, deli, meat dept., bakery, xflowers. Quick shots of aisles, food cases, etc. Cashiers, computer, warehouse, trucks, cashiers. Blueprint of store plan with spinning Shaw's logo in corner. Poore talks about Impact '90 campaign to increase store sales: (1) use of television advertising including Shaw's spots for yogurt, Tide detergent, Miracle Whip; (2)use of Shaw's circular; (3)off shelf displays. ONSITE REFERENCE ONLY.