Albertson's // Sincerely, Food (NEW)
Albertsons Companies is a behemoth. 22 different grocery banners including Albertsons, Safeway, Vons, Pavilions, Balducci's and others with 2,200 stores in 34 states. For the first time ever, they wanted a cohesive brand strategy and campaign.
When you think about it, we have a pretty intimate relationship with food. It’s seen everything. Nurtured us. Given us comfort on the lows and celebrated with us on the highs. The “Sincerely, Food” campaign tells the story of this relationship — through a love letter from the POV of food, to us.
The platform was adopted as a guiding principle for the way the entire Albertson’s org operates.
Anthems
Individual Food :15s
Social
Brand Book
Additionally, a master brand book was developed as a companion to the campaign. Containing brand history, brand principles, personality / voice, and visual identity. Excerpts can be found here.
Role // Writer / Creative Director / Brand Platform / Tagline
Agency // Anomaly
