Food giant Supervalu Inc. has hired Kaplan Thaler Group as its new creative advertising agency.
The assignment includes advertising, digital and direct marketing across all of Supervalu's banners, which include Cub Foods, Albertsons, Jewel-Osco and Save-A-Lot. Previously the Eden Prairie-based supermarket chain did not have a creative agency.
The New York Times estimated the account's billings at $80 million.
Kaplan Thaler's first assignment will be a summer advertising and marketing campaign focusing on Supervalu's fresh season offerings and a message about value opportunities in the stores.
The New York firm's clients include Procter & Gamble, Aflac, U.S. Bank and Wendy's.
Supervalu has been struggling since the recession took hold, its comparable sales falling for the past 12 quarters, a performance far worse than its main supermarket industry peers.
Minneapolis-based Campbell Mithun, with its Compass Point Media division, remains Supervalu's media agency, handling its media planning and buying.
DAVID PHELPS
