Anomaly Crafts a Symphony of Freshness for Retailer Albertsons

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 the 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. organisational focus on continuously optimising their fresh processes, working with suppliers to get the best fresh products and continually training associates. 

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.

“‘Perfecting the Art of Fresh’ is a celebration of the meticulous care and attention that goes into every fresh item at Albertsons Cos. stores, showcasing how we bring food from farm to our customers’ tables at the peak of freshness,” said Carol Best, vice president brand marketing at Albertsons Companies. “This campaign builds upon our ‘Sincerely’ brand platform that underscores our commitment to know, nourish and care for our customers as we create personalised, engaging experiences to earn customers for life.” 

“This campaign is intended to push the boundaries of category tropes that focus on functional and rational messaging. Food is nothing but emotional so we created an emotional, music-driven campaign aimed to educate people across America on Albertsons’ high standards and practices in fresh foods,” said Mike Byrne, founding partner, Global CCO at Anomaly.

This campaign marks a chapter in the brand’s larger ‘Sincerely’ platform, which shows Albertsons’ continual promise to know, nourish, and care for the neighbours 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.