Albertsons Companies — Brand Platform

Sincerely,
Food.

Role
Writer / CD / Brand platform
Agency
Anomaly
Footprint
2,200 stores / 34 states

Launch Spot

The Brief

Albertsons is a behemoth. Safeway, Vons, Pavilions, Balducci’s and 18 more. For the first time ever, all of them needed a singular unifying brand campaign.

The insight

We have an intimate relationship with food. It’s seen everything. Comforted us at the lows. Celebrated with us at the highs.

The idea

A love letter. From food. To us.

The anthems

Sincerely, Food — Fresh Anthem :30

Sincerely, Food — Convenience Anthem :30

The letters

Sincerely, Hand-Cut Steak

Sincerely, Fried Chicken

Sincerely, Custom Decorated Cake

Sincerely, Fresh Cut Flowers

Sincerely, Gourmet Sammy

Sincerely, Fresh Cut Fruit Bowl

Social

The brand book

History, principles, voice, visual identity. The rulebook behind the letters.

Read excerpts →

The result

The platform became a guiding principle for how the entire Albertsons org operates.

The company. From the C‑suite on down.

Next up — Google