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Hannaford LEED Platinum Market

In May 2009, Cone partnered with Hannaford Brothers to launch the world’s first Platinum Leadership in Energy and Environmental Design (LEED) certified supermarket, the highest standard granted by the U.S. Green Building Council. Cone worked to educate consumers and other stakeholders on the building’s unique environmental features and benefits and to publicize the opening of the store.

Program Elements

To highlight the store’s innovative features, Cone created a comprehensive message guide and positioned the initiative as a proof point of Hannaford’s longstanding commitment to environmental responsibility. Cone also reached out to national, regional and local publications, as well as blogs and trades and conducted a press event with a guided tour of the store, inviting nonprofit partners and other important stakeholders.

Results

Extensive media outreach resulted in:

  • 27.4MM impressions
  • National placements by the Associated Press, Reuters, ABC News and NPR, as well as significant local and regional coverage
  • Success online with major environmental publications, including TreeHugger.com, Grist.org, Environmental Leader and GreenBiz.com

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