SAFEWAY — REAL BIG DEALS

My work for Safeway never won big at Cannes. But if you've ever worked in retail, you know there's glory when you can find a way to both drive sales and build brand affinity, when you can sneak in low price messaging without devolving into the kind of work you wouldn't even tell your mom about.

With this campaign, we managed to do both. Sales and store traffic numbers exploded, stores struggled to keep promoted items on the shelves and brand love actually increased. Dignity intact.