Albertsons came to us with a huge ask. They wanted to change the way they communicated their brand with a new platform. They wanted to try something more personal, authentic, imperfect and sincere. During the early stage, we introduced this new creative approach little by little on their socials. We went from having a very curated, perfect food world, to showing and driving attention to the imperfect moments and humanness that happens around food.

Albertsons Instagram
Albertsons Tik Tok

Art Director: Paola Delgado
Copywriter: Kelsey Lundstrom
ACD: Michelle Liuzzo / Stephen Reidmiller
Producer: Kayle Waterhouse / Annie Vlosich
ECD: Seth Jacobs

Showing up during sports events on social was a must! March madness, playoffs, super bowl, any sports occasion is also a food occasion.

INTERACTIVE POLLS/STICKERS

One of the ways we showed up to the frantic scrollers was with the polls, question stickers, multiple choice tools IG stories offers. People love talking about food! It could be a hot take, a weird food habit or an interesting fact you didn’t know you wanted to know about like how many scoops are in a canteloupe. 

NATIONAL BEER DAY

Yes! There’s actually a national BEER day. Since alcohol it’s a delicate topic on socials, tapped into a beer dipping recipe.

GRILLED CHEESE DAY

BANANA DAY

NATIONAL KIDS DAY

For this day, we wanted to portray food as playful as can be. We leaned into the insight of parents making their kids meal interesting, usually portraying funny faces out of food.

MOTHER’S DAY

For mother’s day we wanted to tap into our flower department and showcase a different type of bouquet for a different type of motherhood.

BAKERY DEPARTMENT

On socials, we are always trying to be relatable to our audience, so we used a common phrase like “Almost Friday” to make people know you can get any customized decoration at Albertsons.

GRADUATION SEASON

Hosting a graduation party is way easier with the ready-to-go meals from Albertsons. Nobody needs to know you didn’t actually make it yourself.

MEMORIAL DAY

We welcomed the start of summer showing an easy recipe of vegetarian skewers!

FATHER’S DAY

What’s the daddest thing ever? Dad jokes! We shot some dads telling us their best food
puns jokes!

We also started to roll some videos that would become a series called “Ask a Pro”. On this first iteration of the series we interviewed our butcher specialist to give our dads some tips to choose just the right steak.

FOOD TIPS

One of the main concerns of people is getting the most from the food they buy. Especially if it’s fresh produce. So on this video, we wanted to give some tips on what else can you do with your fresh berries.

HAPPY 4TH!

COOL TIPS

I personally find this tip really helpful! People tend to pack coolers the best they can but there’s actually a science behind it.

PRO TIPS

As a way to put Albertsons associates on the forefront of the brand and talk about fresh in an ownable way, we created “Pro Tips”.

SUMMER HACKS

SUMMER FAMILY ROADTRIP VIBES

VIRGIN WATERMELON PUNCH

HEAT WAVE RECIPE

VEGAN RECIPE

We wanted to make sure our content encapsulated all types of diets so anybody could find our content relatable.

KIMBAP WITH KIDS

SNACK PACKS

BACK TO SCHOOL CONTENT

We didn’t just want to portray a parent making their kids lunch. We wanted to show the collective effort and what a fun and bonding time that can turn into.