Why Albertsons is uniting its 24 grocery chains with one message in its first big push from Anomaly

Eight years after merging with Safeway and five months after announcing a planned deal with Kroger, Albertsons is unifying marketing for its two dozen grocery chains through a new campaign that offers a matching theme while each brand retains its own name.

For the first time, the Boise, Idaho-based retailer, known for grocery chains such as Acme and Tom Thumb, will promote its 24 grocery store brands under one marketing message.

Called “Sincerely,” the brand positioning functions as a promise to customers that Albertsons can provide the products and services needed for their everyday lives. A series of videos showcase different types of cuisine and family gatherings as a voiceover personifies food.

“Hey there, it’s me. Food. Whenever you need me, I’m ready for you,” the female voice says, before closing with “Sincerely, food.” For each brand banner, the spot then closes with the local chain such as “Sincerely, Albertsons,” or “Sincerely, Safeway.”

“While it is a common marketing message and brand platform, it is brought to life in each of our local communities from the voice and brand of that local banner,” said Sean Barrett, chief marketing officer at Albertsons.

He said the new work answers the question of, “How we can we come up with a way to articulate our purpose and values and who we are and what we mean to our customers and communities in an emotional and creative way.” All employees featured in the campaign are actual Albertsons staffers.

Albertsons’ new strategy comes as shoppers continue to evaluate their grocery buying amid record-high price increases. The costs of everyday essentials, such as eggs, have soared by triple-digit percentages in recent months and retailers need to provide compelling reasons for customers to shop at their stores. Recent reports suggest consumers are turning to alternative lower-price options such as dollar stores for groceries.

The new messaging is Albertsons' first major push from Anomaly, which it began working with two years ago. Previously, Albertsons had worked with MUH-TAY-ZIK / HOF-FER. Albertsons worked with Dentsu-owned Merkle on media duties.

Work on the new marketing began before Kroger announced plans to buy Albertsons in a $24.6 billion deal, which has not yet closed. Though Albertsons declined to disclose the budget for the effort, Barrett said the company is increasing its marketing dollars behind the launch.

“It’s more than just what are we going to spend incrementally—it’s also about how are we going to redo all of our existing marketing so that all of the dollars we spend are part of the Sincerely brand platform,” he said, noting this will “help create brand equity, brand recognition, brand awareness and affinity.”

The work will begin rolling out this week and all messaging to customers will adhere to the “Sincerely” platform, Barrett said. The campaign includes in-store ads, digital video, audio and display ads, as well as local TV spots in its various markets. Videos will be 30 seconds, 15 seconds and 6 seconds.