Hannaford Supermarkets, the grocery retailer with 189 stores across Maine, Massachusetts, New Hampshire, New York, and Vermont, has named independent agency The Variable its new creative agency of record.  

The decision follows a multi-agency review led by Mercer Island Group that began last year. The incumbent was MMB.

The agency’s first work for the client is scheduled to appear in Q3 2025. 

Hannaford is owned by global food retail group Ahold Delhaize.   

Hannaford has made it a mission to divert or donate all food at risk of going to waste, sending no food to landfills. In 2023, Hannaford donated 26 million pounds of food to hunger relief organizations.  

The Variable will assume responsibility for creative ideation and execution, including strategy and social media duties, with a focus on helping the supermarket chain appeal to a new generation of shoppers and its legacy shopper base. 

The first work from the new partnership is currently slated for Q3 2025.