Albertsons

SuperValu’s group of grocery stores (Albertsons, Acme, Shaw’s and others) were seen as low cost and downscale kind of place. But they decided that there’s one area where they could excel and set them apart – their fresh food.

They invested in higher quality and more variety. They remodeled stores to focus more on their food. And the passion they showed gave us a way to connect emotionally with consumers who felt exactly the same way.

The “Crazy About Food” campaign was created to demonstrate the power of good food in people’s lives. It shows how it can bring people together, change the way you act and even turn a bad day into a very good one. In the process, it also showed that they understood those feelings.

Customers got it too. People started talking about these stores in a new way. Sales grew and a variety of creative awards followed