Albertsons Companies, a leading food and drug retailer, has announced the rebranding of its Signature Farms, Signature Care, and Signature Cafe products under a single master brand called Signature SELECT. This rebranding effort includes a refreshed logo, bold packaging, and a new marketing campaign aimed at building an emotional connection with customers. The transition to Signature SELECT is currently underway across Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, and other stores, and is expected to be completed by early 2024.
Jennifer Saenz, EVP and Chief Merchandising Officer at Albertsons Cos., highlighted that Signature SELECT offers customers a wide range of quality products at an exceptional value. The brand already boasts over 8,000 products, including packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, and meat products. The consolidation of sub-brands under Signature SELECT aims to create greater brand recognition, drive brand loyalty, and establish long-lasting customer relationships.
The new master brand will feature a unified package design across various product categories, making it easier for shoppers to identify and locate Signature SELECT products in stores. The brand guarantees 100 percent customer satisfaction, offering a full refund if not satisfied with the purchase.
The rebranding of Signature Farms, Signature Care, and Signature Cafe follows recent updates to Albertsons’ Own Brands portfolio, including the evolution of the O Organics brand and the redesign of Open Nature. A recent survey commissioned by Albertsons Cos. revealed that 93 percent of Americans are embracing and expanding their purchases of store brands, with price, quality, and availability being the main drivers.
To celebrate the launch of Signature SELECT, Albertsons Companies has unveiled a new summer marketing campaign featuring print, social media, online, and streaming channels. The creative campaign showcases how Signature SELECT enhances everyday life with convenient and affordable alternatives to national brands without compromising taste or quality.
Signature SELECT is part of the company’s Own Brands portfolio, which includes well-known names such as O Organics, Lucerne, Open Nature, Primo Taglio, debi lilly design, waterfront BISTRO, Soleil, and Value Corner. Albertsons Cos. operates 2,271 retail stores across 34 states and the District of Columbia under various banners, and is committed to making a positive impact in local communities through charitable contributions and support programs.