Supervalu Shifts Chains to Dailey

LOS ANGELES Dailey & Associates said it has added creative and media planning chores on four Supervalu chains, quickly replacing some of the billings it will lose as a result of Safeway’s decision last month to award its $250 million broadcast business to DDB and PHD.

Interpublic Group’s Dailey in West Hollywood, Calif., takes over on the Albertsons, Acme, Jewel-Osco and Shaw’s/Star Market properties. Independent Duncan & Associates in Los Angeles had handled those accounts.

All told, those Supervalu brands spent about $100 million in domestic measured media last year, per Nielsen Monitor-Plus.

Albertsons alone spent close to $70 million on ads in 2005 and $30 million through July 2006, per Nielsen.

Jewel-Osco and Acme respectively spent $20 million and $15 million on ads last year, while Shaw’s/Star spent $2 million, per Nielsen.

“It is a great opportunity and a good brand with great potential, and we couldn’t be happier about going to work for them,” said Brian Morris, Dailey’s CEO. “And the opportunity couldn’t have come at a better time.”

Dailey ends its work for Safeway on Oct. 1, the same day it will start on the Supervalue brands, Morris said.

“Our goal is to provide an outstanding shopping experience for our customers, and deliver unmatched value at every customer touch point,” said Duncan MacNaughton, Supervalu executive vice president, merchandising and marketing, said, “We look forward to partnering with Dailey to develop the brand messages and creative strategy that will support us in this mission.” The company did not elaborate beyond that statement issued late Wednesday.

“Clearly our work on Safeway was a driving force in our selection,” Morris said.

It could not be determined if the Eden Prairie, Minn.-based client met with other shops about the business or if Duncan & Associates defended.

Albertsons has 550 stores nationwide, primarily in the Western U.S. The other chains have about 200 stores each, located mainly in Midwestern and Northeastern states.

IPG’s Initiative retains media buying for all stores, Morris said.

Supervalu is currently conducting a search for a chief marketing officer, who will then work with the entire portfolio of banners to determine the best long-term creative direction for the company.

Safeway split with Dailey as it launched its review, which was won by Omnicom Group’s DDB and PHD over one other finalist, Havas’ Euro RSCG [Adweek Online, Aug. 25].

The client gave no rationale for the breakup beyond a statement that said, in part, “As Safeway continues to refine and evolve its consumer communications, we are focused and committed to partnering with an agency that will help us achieve our strategies and continue to build our brand.”

Safeway operates more than 1,770 stores in the U.S. and Canada.