BIZ DEV: Haggen Names Pitch As AOR

Pitch was named agency of record for Haggen, Pacific Southwest, following a review that began with 12 agencies and narrowed to four finalists. Pitch will launch a strategic positioning of the long-standing Pacific Northwest grocery chain as it moves into new markets in Southern California, Arizona and Nevada. Following a Federal Trade Commission ordered sale as part of the merger of Albertsons LLC and Safeway last year, Haggen acquired 146 Vons, Pavilions, Albertsons and Safeway stores. These additional stores, including 83 in California, 10 in Arizona, and 7 in Nevada, will reopen as Haggen later this year. Pitch will introduce these new markets to the brands via television, radio, outdoor, print, in-store, digital media, direct, experiential and social media elements. "Pitch's breakthrough creative made them shine through the competition," said Bill Shaner, CEO 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. We're thrilled to be working with them."
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