Wakefern Adds Place-Based Digital Advertising

Wakefern Food Corp., retail wholesaler and parent company of ShopRite, Price Rite, Price Chopper and Ideal Food Basket, has partnered with Grocery TV to grow its place-based digital advertising efforts. The partnership adds 4,000 displays to Grocery TV’s digital out-of-home (DOOH) network, giving brands more opportunities to reach their audiences in grocery stores.

The partnership with Wakefern makes Grocery TV advertising available in all 50 states, and it expects to add 8,000 more displays by the end of 2022. The company’s inventory is available on major supply-side platforms (SSPs) — allowing media buyers to easily launch, manage and track the performance of their campaigns on demand-side platforms (DSPs) like The Trade Desk and Yahoo DSP similarly to how they would online.

"As an industry leader in grocery retail, Wakefern is an incredible partner for our network," said Marlow Nickell, CEO at Grocery TV, in a news release. "We're excited to be working with them and to increase Grocery TV's presence in the Northeast including major cities [such as New York, Boston and Philadelphia]."