The Grocery Store Is Open

Retail shops take heed—Ad Age reports that Safeway’s account is on the move.

As it tries to stay above the price-war fray sweeping the grocery industry, Safeway is tossing its $200 million account in review and ending nearly a decade-long relationship with Interpublic’s Dailey & Associates, West Hollywood, Calif.

The move comes a little more than a year after Dailey helped Safeway reposition itself in the marketplace with the tagline “Ingredients for Life,” credited with raising brand awareness and fueling the second year of a turnaround at the Pleasanton, Calif., chain.
The review is being handled by Boston-based Pile & Co.

In an odd twist to this story, I can’t help but note that the agency’s self-effacing tagline is “Unfamous on purpose.” The humble sentiment is great, if not uncommon, but I must say no brand manager wants her brand to be unfamous. The message is striking the wrong chord.