Albertsons Pushes Products With New Promotions

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October 11, 2011

Supervalu-owned Albertsons hopes to drive shopper awareness and interest with a new in-house product sampling and event-marketing program called A Taste of Albertsons.

There will be events tied to sampling, product launches, holiday promotions and meal-solutions. The grocery chain is working with Daymon Interactions, a San Diego, Calif.-based event marketing company owned by Daymon Worldwide. Events and promotions will be staffed by the marketing agency but will appear to shoppers as Albertsons' employees.

“Daymon Interactions employees truly look, act and feel like a natural extension of the Albertsons brand,” said Daymon Interactions Vice President, Mitch Diehl.

A Taste of Albertsons connects the store’s vendors directly and memorably with shoppers through personalized product sampling events. “Through this approach we are able to work with Albertsons to provide a point of differentiation and a fresh and engaging experience for Albertsons shoppers."

In-store events under the Taste of Albertsons banner began Oct. 1. Throughout the first year of operation, A Taste of Albertsons will be featured in105 locations in Arizona, Texas, New Mexico and Colorado. Daymon Interactions also manages in-store events for Giant Eagle, Harris Teeter, Meijer, Stop & Shop and Wegmans in addition to several CPG companies including P&G.

Supervalu recently consolidated all its entry-level store brands under the Essential Everyday label at all Supervalu-owned retailers, including Albertsons.

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