Supermarket chain Stop & Shop Supermarket Co. has filed a lawsuit against rival Whole Food Market claiming the company violated its trademark and stole its marketing campaign, according to news reports.
The chain claims in the federal lawsuit, filed last week in Boston, that weeks after it rolled out its “Real Deal” advertising campaign that offers tips for shoppers on how to save money, Whole Foods Market began using the phrase “The Real Deal” to promote its own money-saving options, according to The Boston Globe.
The suit further claims that Whole Foods’ in-store signage, which reads “Real Steal” on its bargain items, would cause confusion for shoppers.
Stop & Shop’s lawsuit asks the court to order Whole Foods to stop using its “Real Deal” promotion. A Whole Foods spokesperson could not be reached for comment.
In June, Stop & Shop launched its “Real Deal” savings on products people typically use during the summer, including paper plates, ketchup and Coca-Cola beverages. The program, which rolled out in an effort to combat high gas and food prices, is slated to run through Labor Day, the company said.
Meanwhile, Whole Foods’ “The Real Deal” campaign kicked off in July. Using the tagline, “How to Get More for Less,” the program offers specially priced product discounts, money-saving coupons and tips, and budget recipes for shoppers, as well as a “Real Deal” customer tips page at wholefoodsmarket.com/socialmedia/realdeal.
The firm also offers a quarterly 28-page value guide with meal plans and recipes on a budget and department-specific tips.
