Red Thread PR (RTPR), an independent public relations agency known for its strategic communications expertise, has been named the PR Agency of Record for Hannaford Supermarkets, an Ahold Delhaize brand. This partnership marks a significant milestone as RTPR works to enhance Hannaford’s brand presence and community engagement throughout the New England and greater Northeast regions.
RTPR will lead Hannaford’s public relations efforts, including media relations, reputation management and community engagement initiatives. With a proven track record in retail and food industry communications, RTPR is well-positioned to amplify Hannaford’s commitment to fresh, local, and sustainable food offerings while strengthening its relationships with customers and key stakeholders – particularly given the agency’s experience working with other Ahold Delhaize brands including The Giant Company.
“From our first touchpoint, it was evident that Hannaford sought not only a PR expert, but a thought partner; this notion solidified our enthusiasm for the opportunity and allowed us to focus on their desired business outcomes, not just communication outputs,” said Laura Emanuel, Managing Director of Red Thread PR. “We are continuously inspired by Hannaford’s legacy, sustainable practices, and deep community roots and embrace our responsibility to harness the tension between their heritage and the modern experience they deliver today.”
For more than 140 years, Hannaford Supermarkets has been a leader in grocery retail, delivering fresh, high-quality foods at everyday low prices, convenient services and outstanding customer service while fostering strong community connections. The partnership with RTPR will help drive its mission forward with a fresh, strategic approach to storytelling and media engagement.
“Hannaford is committed to delivering exceptional experiences for our customers and deepening our impact in the communities we serve,” said Ericka Dodge Katz, Director of External Communications and Community Impact, Hannaford Supermarkets. “Red Thread PR’s proven abilities to craft compelling narratives, scale PR campaigns and integrate with other agencies for maximum impact make them an ideal partner as we continue to evolve our brand. We see Red Thread PR as our red thread, intrinsically understanding our business from the start, conceptualizing strategic omnichannel campaigns to move us forward, and sharing the same values as our organization.”
Mercer Island Group facilitated the PR agency search on behalf of Hannaford, leading a comprehensive process that identified creative and strategic alignment and shared values between RTPR and Hannaford. The partnership between Hannaford and RTPR launched in late 2024, focusing first on brand planning initiatives and corporate communications strategies. Most recently, RTPR led media relations activity for Hannaford’s donation of $1.3 million to various non-profits across its footprint that focus on child wellness.
The team who pitched this business and now manages the daily execution includes Laura Emanuel, Madison Frankel, Linda Rosenblum and Alyssa Bauer. RTPR will join Hannaford’s newly formed integrated agency team which includes Havas Media Network and Chemistry. The three agencies will collaborate on bringing Hannaford’s brand story to life in the marketplace.