LOS ANGELES Interpublic Group's Dailey & Associates has introduced its first work for the Albertsons grocery store chain.
Spots instruct consumers to "Never underestimate the power of a good meal" and introduce the tagline "Crazy about food." They also attempt to subvert traditional supermarket ad themes by employing humorous vignettes.
"Moving Day" features a 40-something guy who finally decides to move out of his mother's house. Mom flashes a knowing smile and presents a huge roast. He drops his suitcases and says, "I am never going to get out of here."
In "Gibberish," an elderly couple speaks only in sharp and slightly hostile tones ("Wah, wah, wah"). As the two sit down to a meal of steak and trimmings, they seem to awaken. He says, "You got your hair done." She replies, "Yes, I did." He says, "It looks wonderful."
"Break Room" shows a slimy guy stealing food from an office lunchtime fridge; "Telephone" presents a woman who is a slave to her phone, but won't bother answering calls at the dinner table.
"Everything about the campaign needed to be different from the category," said agency CCO Steve Rabosky. "Supermarkets are places you go to buy food, which is a pleasurable experience."
An effort was made to elevate the brand to compete with successful Southern California-oriented chains as Trader Joe's and Whole Foods. "Mass supermarkets haven't thought about their business as a food experience," Rabosky said.
West Hollywood, Calif.-based Dailey last September added creative and media planning chores on four Supervalu chains: Albertsons, Acme, Jewel-Osco and Shaw's/Star Market. All told, those brands spend about $100 million annually on ads, per Nielsen Monitor-Plus.
Supervalu's arrival helped ease Dailey's loss of the $250 million Safeway business, which last year moved to DDB and PHD following a review.