LOS ANGELES – Pitch, the full-service creative advertising agency based here, has been named agency of record (AOR) for Haggen, Inc., Pacific Southwest, according to an announcement made today by Rachel Spiegelman, President of Pitch. The agency was awarded the AOR account after a competitive 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.
“We’re excited to launch a unique and consumer-focused brand in this very competitive marketplace,” said Spiegelman. “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, a Pacific Northwest company with 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 retagged and reopen as Haggen in 2015. Pitch 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 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.”
About Pitch
Pitch is a full-service creative advertising agency based in sunny Southern California in the heart of Culver City’s design district. Founded in 2008, Pitch creates ideas worth talking about for agency of record clients including Burger King, Meineke, Living Spaces, and Closet Factory with project work for Pepsi, Asics, and Pinkberry. In 2014, Pitch was named to Ad Age’s A-List as an "Agency to Watch", and placed second nationally for “Agency of the Year” (11-75 employees) at Ad Age’s Small Agency Awards. In addition to its most recent achievements, the agency has won numerous awards including two of Ad Age’s Best Campaigns of the Decade, the first ever Twitter “Creative Favorites Award,” and a Titanium Grand Prix Cannes Lion. Pitch is part of Project: WorldWide, an independent, global network of complementary, wholly-owned agencies.
About Haggen
Founded in 1933, Haggen, Inc. is one of the Pacific Northwest’s leading grocery chains. The Bellingham, Washington-based company operates stores in Washington and Oregon under the Haggen Northwest Fresh banner. It is the state’s sixth-largest private company with the majority of shares owned by Comvest Partners. Haggen is dedicated to providing its guests with the best of the Northwest. For more than 80 years, it has supported regional farms, ranches, fisheries and other businesses, creating a lasting and sustainable local food economy. Haggen is also deeply rooted in the communities it serves, providing support to local events and partnerships. For more information about what’s happening at Haggen, visit haggen.com.
Source: Pitch