Stop & Shop taps “Pasta” for own brand pasta

The retailer has a limited-time only store brand pasta with leading Boston Bruins hockey player, who goes by “Pasta.”
Dan Ochwat
Executive Editor
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“Pasta, meet pasta” — that’s the fun and clever new tagline supporting Stop & Shop’s limited-edition own brand pasta product developed alongside the seven-year Boston Bruins' right wing David Pastrňák who goes by the nickname “Pasta.”

The line is used on in-store signage like the endcap seen above and other marketing materials. The professional hockey player has endeared himself to Boston Bruin fans through his lighthearted sense of humor and an apparent love for pasta, which he eats as a pre-game meal.

The regional retailer with more than 400 stores throughout Massachusetts, Connecticut, Rhode Island, New York and New Jersey connected with Pastrňák to produce an own brand, exclusive penne pasta with the hockey player’s likeness on a signature box. The product also is retailing for 88 cents in honor of his jersey number and a portion of proceeds will be going to support pediatric cancer research and care at the Dana-Farber Cancer Institute and the Jimmy Fund. In addition, Pastrňák will work with Stop & Shop to donate pasta to children in need in his native Czech Republic.

“Pasta is not only a pre-game favorite for David, but it’s also a fan-favorite for so many of our customers as an easy weeknight meal for their families,” said Gordon Reid, president of Stop & Shop. “We know our shoppers will enjoy making pasta recipes at home while cheering on David and the Boston Bruins this season, and we thank David for partnering with us to support the life changing work at Dana-Farber Cancer Institute and the Jimmy Fund."

a stack of flyers on a table

Pastrňák is a top scorer for the Boston Bruins and the co-winner of the Maurice "Rocket" Richard Trophy for leading the NHL in goals during the 2020-2021 season. Only 25 years old, he is heading into his eighth NHL season with 200 goals and 427 points.

“For years, my fans have asked me what I eat before a game and it’s always my favorite meal, pasta Bolognese,” said Pastrňák. “I’m excited to team up with Stop & Shop so fans can make delicious pasta meals at home while supporting Dana-Farber Cancer Institute and the Jimmy Fund.”

Stop & Shop has a long-standing partnership with the Dana-Farber Cancer Institute and the Jimmy Fund. Recognized as the institute’s largest corporate donor, Stop & Shop has provided more than $73 million over the last thirty years. Stop & Shop has supported Dana-Farber’s Pediatric Brain Tumor Clinic and research program, which has led to improvements in pediatric cancer care that continues to impact the lives of children all over the world.

“We are so grateful for the unwavering support that we have received from Stop & Shop and are excited to partner again on this new campaign with David Pastrňák,” said Alexa Woodward, assistant vice president, corporate partnerships for Dana-Farber Cancer Institute and the Jimmy Fund. “Efforts like this help enable Dana-Farber Cancer Institute to continue to provide outstanding patient care and push forward in our search for a cure.”

To celebrate the launch of the pasta, Stop & Shop and Pastrňák are also partnering with 98.5 The Sports Hub to celebrate New England hockey moms. From Oct. 5 and through April 8, 98.5 listeners and Bruins fans can nominate their favorite mom in 88 words or less by sharing why she is the best hockey mom. Eight moms will be selected to win two tickets to attend a Bruins home game in April in the 98.5 suite and a chance to meet Pastrňák after the game.