AdWeek reports that Supervalu-owned Albertsons has a new advertising campaign in Southern California using the slogan, “Crazy about food,” and using humorous vignettes to make their point. The goal of the campaign, according to the story, was to raise the company’s game – and image – so it is seen as being competitive with niche players like Trader Joe’s and Whole Foods.
- KC's View:
It is a mark of how the world has changed that now major chains have to go to great lengths to prove to consumers that they are on the same level as niche players. The reason, we think, is that while the niche players are smaller, they have a clearly defined image and their regular customers identify with both their image and their message. That isn’t always true of major chains, and even those who shop there regularly may not feel good about it.
Of course, it isn’t enough to have an engaging ad campaign. You also have to have an engaging and unique store.