Stop & Shop, owned by Ahold USA, has filed a lawsuit against rival Whole Foods, claiming the company violated its trademark and stole its "Real Deal" (logo pictured right) marketing campaign.

Just weeks after Stop & Shop launched its "Real Deal" advertising campaign to show consumers how to save money, Whole Foods Market Inc. began using the phrase "The Real Deal" to promote its own money-saving program. Stop & Shop asked the court to order Whole Foods to abandon "The Real Deal" promotion.

The lawsuit alleges Whole Foods' "The Real Deal" logo is identical to Stop & Shop's logo and a Whole Foods' "Real Steal" sign that identifies bargain items is substantially similar. The lawsuit also states that the continued use of "The Real Deal" and "Real Steal" logos allows Whole Foods to "trade on (Stop & Shop's) reputation for value pricing, as Whole Foods tries to shed its longstanding reputation for high prices that has, among other things, earned it the nickname 'Whole Paycheck.'

"We have been contacted by Stop & Shop and are currently reviewing possible next steps," said Whole Foods spokeswoman Robin Rehfield.