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SAFEWAY ALBERTSONS
ADS AND COLLATERAL



TIMELINE
Ongoing

TEAM
Emily Shasteen
(Production Supervisor)

Leigh Ann Tate 
(Advertising Director)
ROLES
Production
Design
Illustration
Created for National Dairy Month



AT A GLANCE

Safeway/Albertsons is a West Coast household name in grocery and they offer fresh products, reliable and competitive prices, and accessibility with their various channels to shop. The weekly circular ad is sent to 2.3 million households throughout Western Washington, Idaho, and Alaska and the Big Book of Savings is a monthly, digital savings guide. Both of these ads drive customer engagement and incentivize customers to shop and earn great deals in grocery.

GOALS

Collaborate with the client (Safeway/Albertsons), Production Supervisor and director all while working on a small team to produce a 4–6 page weekly ad that is compelling, cohesive, and accurate in detail.





MAKE GROCERY COMPELLING

There are a sea of competitors within grocery who offer both great products and deals. What will help make Safeway Albertsons stand out?

SOLUTION

  • Provide fresh, yet consistent creative when opportunity allows on front cover. Adheres to the Albertsons brand yet leans into current trends.
  • Iteration based on client revisions and needs throughout proofing rounds.

CIRCULAR ADS


WEEKLY PRINT ADS
I own Front Cover which has allowed for more creative. Holiday events and special promotions allow for more creative opportunity. Front Cover sets the tone visually which then translates to interior pages and potential collateral and signage.



BIG BOOK OF SAVINGS
(MONTHLY SAVINGS GUIDE)


I created the 2022 and 2023 Big Book Lunar New Year features and the creative was then translated into the circular ad and into in-store marketing collateral (clings, sign toppers, danglers) as well.


DIGITAL AD






Lunar New Year cling in the wild! Don't judge the bubbles.. I didn't install it.


PRINTED, IN-STORE AD
(pivoted from print to digital in Summer 2022)


Lunar New Year Big Book 2022 Spread

 TAKEAWAYS

Iteration is the name of the game. While feedback and critique has always been vital to creative work, my role as Production Artist has made me become less sentimental about certain aspects of my own work. Working on five ads at a time, each in different proofing phases, has made me a more flexible and efficient designer.
Learning to illustrate in a manner that is more apt for design on newsprint in addition to screens has been crucial. There’s not much point in designing and creating an ad that is illegible nor inaccessible.