Haggen Names L.A. Ad Agency to Launch 100 New Stores

Pacific Northwest grocery chain Haggen has named Los Angeles-based advertising and creative agency, Pitch, to launch a strategic positioning campaign in new markets, including Southern California, Arizona and Nevada, which are part of the 146 stores recently acquired by the upstart regional grocer as a result of the Alberstons-Safeway merger.

Following a Federal Trade Commission-ordered sale as part of the merger of Albertsons LLC and Safeway last year, the Bellingham, Wash.-based Haggen, which operates 18 stores in its homestate and Oregon under the Haggen Northwest Fresh banner, acquired 146 Vons, Pavilions, Albertsons and Safeway stores. These additional stores, including 83 in California, 10 in Arizona and seven in Nevada, will be retagged and reopened as Haggen in 2015.

Pitch, which was awarded the Haggen account after a competitive review that began with 12 agencies and narrowed to four finalists, will bring the Haggen brand to life in these new markets with a campaign launching in the first half of the year across a wide range of media, including television, radio, outdoor, print, in-store, digital media, direct, experiential and social.

“Pitch’s breakthrough creative made them shine through the competition,” said Bill Shaner, CEO of Haggen, Pacific Southwest. “Our move into the Southern California, Nevada, and Arizona markets is very ambitious, and unprecedented. We’re confident that, with Pitch, Haggen will shine through in the marketplace."

Rachel Spiegelman, president of Pitch, said she and her team are geared up for a dynamic "launch [of] a unique and consumer-focused brand in this very competitive marketplace. Haggen has created a relationship with customers in the Northwest who have come to expect fresh and local offerings, genuine service, and homemade quality. Pitch will bring that expectation and close relationship to consumers here in Southern California and beyond," Spiegelman added.

Pitch is a full-service creative advertising agency based in the heart of southern California Culver City’s design district. Founded in 2008, the company's other clients include Burger King, Meineke, Living Spaces and Closet Factory, with project work for Pepsi, Asics and Pinkberry.