Semi Modular Evergreen & Sale Seasonal campaign for Albertsons. Evergreen pieces designed to last for quarterly usage with optional sale imagery to compliment and be used at a franchise level.
Additional unused concepts at the end.
A problem encountered amongst Albertsons franchises is that the purchasing power for different kits fell on the franchises themselves. However in an audit this led to multiple stores nationwide having old signage or environmental design from past sales or seasons as if the franchises opted to not buy in for campaigns, the entire store would be out of date.
How do we solve the problem of nationwide issues without changing the franchise structure? We adapt for a more longstanding campaigns with more staying power long term.
The proposed solution allowed a seasonal change of lifestyle photography complimented by vector assets alongside callouts for the season. Instead of whole sale kits, should franchises opt in for sales, the sale pieces were instead cohesive within the seasonal imagery with fewer pieces needing to be ordered. With the season going on, this allowed the opportunity to have signage for multiple months and even the possibility of reusing the next year should the franchise want to save costs. The smaller supplementary sales kits worked in collaboration with the seasonal kits while also providing larger signage to make sure to stand out to regular customers.
Anniversary sale is a smaller but recurring sale for Albertsons Companies celebrating the founding anniversary of Albertsons first opened grocery store with partnerships with consumer packaged goods brands like Coca-Cola, Oreos, and Lays.
As summer fades to autumn, the leaves fall change colors, and in the same shifting of times, the signage of the store adapts to fall. With a focus on cozy imagery, the warm swatches of pumpkin orange, and the spices of the season, our fall signage is something to curl up with a mug of apple cider over.
As the leaves of autumn fall from the trees and the first glimpses of snowfall brush along the ground, so do our signs come sweeping in with jolly holiday messaging. Get your marshmallows and hot cocoa to come gather round the fireplace with family end enjoy this season of savings.