Independent supermarket cooperative Allegiance Retail Services, names Constellation as its first Digital Agency of Record for its Foodtown stores, according to Peter Alemian, principal of PinSeeker Consulting who led the search and selection. Billings for the assignment were not disclosed.

Digital agencies in the mix were from New York, New Jersey, Connecticut and Massachusetts. In the end it was New York's Constellation Agency that was selected by Allegiance to help take the cooperative forward.

Allegiance Retail Services Chief Marketing Officer, Donna Zambo noted, “Given the expanding role of digital channels in meal planning and grocery shopping today, we wanted to ensure that Allegiance and Foodtown were able to meet those needs both today and into the future.” To that end, they partnered with PinSeeker to conduct the digital agency search.

Alemian commented, “We had an incredible group of agencies in the mix – anyone of whom could have taken Foodtown’s digital efforts to the next level. What set Constellation apart was their depth of experience with franchise organizations and their ability to work at the corporate level and at the local franchisee level - providing brand support while driving traffic at store level.”

First work from Constellation is expected in the spring.

Allegiance Retail Services, LLC is a retailer owned coop, headquartered in Iselin, New Jersey that supports a number of independent supermarkets including over 80 Foodtown and Super Foodtown Food Stores in New York, New Jersey and Pennsylvania. Allegiance positions its membership for success by

by providing them with marketing, advertising, technological and merchandising support, as well as a full line of Foodtown private label products.

Constellation is a digital media company specializing in providing cutting edge solutions to marketing challenges. Constellation's New York City-based team utilizes the latest marketing technology and insights to develop valuable digital marketing strategies and deliver the most engaging ads to target audiences. Constellation also specializes in multicultural advertising and is a leader in running in-language advertising campaigns. 

PinSeeker Consulting is a marketing consultancy dedicated to maximizing marketing ROI for agencies and corporate clients alike through marketing consulting services, performance measurement (research) and agency search. For more information: www.pinseekerconsulting.com