In one of the largest campaigns to follow a supermarket merger, Albertson's is spending in excess of $50 million to rebrand following its acquisition of Lucky stores.
After months of preparation, the Boise, Idaho-based supermarket chain last week unveiled the launch phase themed "The wedding of the century." The effort is being steered by lead agency Duncan & Associates, Venice, Calif.
Ads broke in California and southern Nevada last week, promising a marriage of low prices and great service [Adweek, Nov. 1].
A launch TV spot showed chefs preparing a wedding cake topped by tiny bride-and-groom Lucky and Albertson's grocery bags. The tag: "Albertson's. Great service at low prices. Together like never before."
"We want to show customers that they are not going to lose anything. Rather, they will get the best of both," said Hugh Duncan, agency president.
The launch will continue for several more weeks, and include ads touting Albertson's Bonus Buy specials. Outdoor ads will include tall walls, bus boards and billboards, which will be changed daily to highlight price-item promotions.
Separate efforts have been developed in Spanish and Asian languages by Enlace Communications, Los Angeles, and DAE Advertising, San Francisco, respectively.
"This campaign reflects our effort to reach each of these constituencies," said Pam Powell, client vice president of marketing. K