Albertsons / SuperValu

SuperValu’s family of stores—Albertsons, Acme, Shaw’s and others—were largely seen as low-cost and downscale. The opportunity was to shift perception by leaning into something they could truly own: fresh food.

The company invested in quality and variety of their offerings, creating a more food-forward environment. That shift gave us a clear creative direction—to reinforce the emotional connection people have about food.

The “Crazy About Food” campaign was built around the emotional role food plays in people’s lives—how it brings people together, changes behavior, and can turn an ordinary day into something better.

The work resonated. Perception shifted, customers began talking about the brand differently, sales increased, and the campaign earned multiple creative awards.