TBWA Shop Fame Adds SuperValu

LOS ANGELES Fame, a unit of Omnicom Group’s TBWA, has landed creative duties on grocery chain SuperValu’s $85 million account, the client confirmed last week.

The bulk of SuperValu work — including Albertsons, which was pulled from Interpublic Group’s Dailey & Associates in June, as well as small single chains like Cub Foods, formerly with independent Olson — was consolidated at Fame in Minneapolis. Media duties stay with IPG’s Campbell Mithun Compass Point, which prevailed in a separate review in March.

A rep at SuperValu in Eden Prairie, Minn., said creative would be developed by Fame and “a consortium of freelance creative talent.” Fame said it has assigned executive creative director Bruce Edwards to lead the business. In a move that rankled some review participants, brand strategy has been assigned to Nick Richman, an ex-Campbell Mithun planner who served as a client consultant during the presentations, per sources, under the aegis of his consultancy Consequence LLC, New York.

The win is one of Fame’s largest ever, said president Lynne Robertson. The 17-year-old shop, known for retail implementation, also works for Target, Time Warner Cable and St. Jude’s Childrens Hospital, among others. Robertson said the shop started doing corporate-level project work late last year. “We’re extremely excited,” Robertson said. “They’re a great group of people to work with, and we’re looking forward to the challenge ahead.”

SuperValu spent $85 million advertising Albertsons, Acme, Cub, Jewel-Osco and Shaw’s/Star Market in 2007, and $40 million through June 2008. Dailey had most of the brands since September 2006 and developed Albertsons’ current “Crazy about food” campaign.