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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.