• by Richard Whitman , Columnist, February 2, 2015

LA-based agency Pitch has been named agency of record for grocery chain Haggen, Inc. The agency was awarded the AOR account after a review that began with 12 agencies and was narrowed to four finalists. Pitch will launch a strategic positioning of the Pacific Northwest grocery chain as it moves into new markets in Southern California, Arizona and Nevada.

Of the win, Pitch President Rachel Spiegelman said: “We’re excited to launch 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.”
 
Following a Federal Trade Commission ordered sale as part of the merger of Albertsons LLC and Safeway last year, Haggen, which has 18 locations in Oregon and Washington, acquired 146 Vons, Pavilions, Albertsons and Safeway stores. These additional stores, including 83 in California, 10 in Arizona, and 7 in Nevada, will be rebranded as Haggen in 2015. Pitch will launch a new campaign in the first half of 2015 across various media including television, radio, outdoor, print, in-store, digital media, direct, experiential and social.