Composing a symphony consists of several movements. From rhythms and harmonies to orchestration and editing, each individual instrument builds up to one symphonic masterpiece. And fresh food, brought from farm to fork is no different.
To celebrate the art that takes our food from the farm to our plate, leading food and drug retailer Albertsons Companies announces a new campaign from lead creative agency, Anomaly, entitled, “Perfecting the Art of Fresh.” The 360-degree campaign highlights the masterful care and attention that goes behind every fresh item in Albertsons Cos. stores including Safeway, Albertsons, Shaw’s, ACME, Jewel-Osco, Randalls and Vons .
To show how the process comes together in harmony, each spot is driven by a bespoke musical arrangement, composed by Radiohead’s Jonny Greenwood. The campaign details how each step of the growing, distribution, and in-store process is integral to delivering peak freshness.
The campaign also highlights Albertsons Cos. organizational focus on continuously optimizing their fresh processes, working with suppliers to get the best fresh products and continually training associates. You can view the hero 30-second spot, Symphony of Fresh, here.
The campaign depicts fresh produce picked directly from the fields, coalescing to show each product carefully delivered and packed onto Safeway trucks and placed in local grocery stores. It highlights the care and lengths that Albertsons Cos.’ takes to deliver fresh in an ownable way.
This campaign marks a chapter in the brand’s larger ‘Sincerely’ platform, which shows Albertsons’ continual promise to know, nourish, and care for the neighbors at its stores. The campaign highlights how Albertsons Cos. delivers freshness to get the credit it truly deserves, as the company goes above and beyond the highest levels of freshness.
The campaign is live today across CTV, OLV, social, streaming audio, and local radio.
Following the campaign launch, Albertsons Cos. will be running a social activation, “Fresh Fits”, in late June. “Fresh Fits” is an acknowledgment of the care and effort that goes into getting the very best produce from farm to shelves and the way Albertsons associates are helping protect the fresh produce from bumps and bruises along the way with a line of puffer jackets fitted specially for the ‘freshest’ seasonal produce.
- CREDITS
- Brand: Albertsons Companies
- Agency: Anomaly
- Production Company: Chelsea Pictures
- Director: Simon Ratigan
- Post Production Company: Cut And Run
- Editor: Sam JonesSenior Producer: Eytan Gutman
