Albertsons | Feeding Joy Campaign

For this project, I helped Albertsons launch three new digital offerings: their unified mobile app, a revamped loyalty program, and a new subscription service.

When it came to the strategy for this project, the major challenge we were trying to overcome was the apathy that people have not only towards their grocery store but grocery loyalty program in general. Most people don’t have a strong relationship with their grocery loyalty program. They just see them as a means to an end. Why? because grocery loyalty programs tend to be generic and are not built around you—and how you shop, what you want to discover, etc. But unlike these other grocery brands, the three new digital offerings that Albertsons was launching were all built with their customer in mind.

INSIGHT: People love food, but are apathetic towards grocery shopping. People want to feel valued and celebrated but they’re treated like a number in the grocery experience. 

STRATEGY: Reinvent our relationship with customers by introducing ABS as an easy yet joy-filled food experience built around you.

This strategy resulted in the Feeding Joy campaign platform and came to life across TV, video, paid digital, social (paid + organic), website, radio, and in-store.