Boise, Idaho-based Albertsons Cos. Inc. will rebrand its Signature Farms, Signature Care and Signature Cafe products under one master brand, Signature Select, which features a refreshed logo, packaging and a marketing campaign.
The transition to Signature Select is underway across stores including Albertsons, Safeway, Vons, Jewel-Osco and Shaw’s and is expected to be complete in early 2024.
“Signature Select is our flagship brand offering shoppers an incomparable assortment of quality products at an incredible value,” said Jennifer Saenz, EVP and chief merchandising officer.
“We are incredibly proud of our Signature family of brands and by bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty and creating customers for life.”
Signature Select is the largest brand in the company’s Own Brands portfolio with more than 8,000 products, such as packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit, as well as ground beef, pork and chicken.
The master brand will feature the new Signature Select logo with a unified package design across its assortment of product categories so shoppers can identify the brand throughout the store. The Signature Select consolidation and rebranding follows recent updates to the company’s Own Brands portfolio, including the evolution of the O Organics brand and redesign of Open Nature.
These innovations are supported by a recent survey commissioned by Albertsons Cos. revealing that consumer demand for private labels continues to grow, with 93 percent of Americans embracing and expanding their purchases of store brands. Respondents cited price, quality and availability as the main drivers of these purchases, with a large number writing in that better taste was a factor when choosing a private label brand.
To celebrate Signature Select, the company debuted a new summer campaign appearing now in print, social, online and streaming channels. The creative highlights imagery of how Signature Select elevates life with alternatives to national brands.
“When developing the marketing campaign to accompany our expanded Signature Select flagship brand, we knew we wanted to celebrate the brand’s virtues of quality, taste, value and convenience,” said Brandon Brown, SVP of Own Brands.
“Our Signature creative showcases warm, welcoming scenes that puts the Signature Select brand at the center of life’s moments. We’re creating an emotional connection with our customer and showing her how everyday occasions can have their own signature flavor and style.”
Signature Select is part of the Own Brands portfolio, which includes O Organics, Lucerne, Open Nature, Primo Taglio, debi lilly design, waterfront BISTRO, Soleil and Value Corner. Shoppers can find Own Brands products at Albertsons Cos. stores.