Duncan & Associates this week breaks its first national effort for Albertson’s since its consolidation in July.
The Santa Monica, Calif., shop’s campaign promoting the supermarket chain’s support of Breast Cancer Awareness Month breaks on the Lifetime cable network today, in addition to key spot media buys across the country, said Duncan’s vp, director of client services Barbie Wentworth. Billings are estimated at $4-5 million.
Two 30-second TV spots depict a woman exploring the outdoors. In the first, an older woman is hiking through the woods. “She is no stranger to life. At peace, at play, at home. She is also at risk,” says the voiceover. The spot goes on to explain that one in eight women will get breast cancer in her lifetime, and how Albertson’s customers can obtain a free breast self-examination card at its stores. “What takes only a moment can make the difference of a lifetime,” concludes the spot.
“We were very conscious of being uplifting and empowering in the spots versus negative and emotional,” said vice president/creative director Sandy Jones. “The casting was important so that all women could relate [to the spots].” Outdoor lightpole banners also support the TV effort in major California markets.
Since Albertson’s’ buyout of American Stores in July, Duncan’s billings have doubled to more than $100 million. The agency is creating work for the Boise, Idaho-based client to break later this fall.
Greater Awareness
