Dive Brief:
- Albertsons Media Collective is launching a new in-store campaign across more than 2,000 of the company’s stores in honor of the upcoming release of “Wicked: For Good,” according to a Friday announcement.
- The grocer’s partnership with Universal includes the release of Wicked-inspired snacks and festive in-store signage.
- This undertaking from Albertsons’ retail media arm underscores how grocers continue to lean into wider cultural trends and the reach retail media offers them.
Dive Insight:
Albertsons is leaning into one of this year’s most anticipated films.
Albertsons’ Wicked in-store displays play a main role in this retail media campaign by “transforming the shopping experience” and creating an Oz-inspired in-store destination. The grocer’s stores now include Wicked-themed displays, custom shelf tags and shelf blades, digital signage and new endcaps.
The limited-time food items the grocer is offering through its tie-up with Universal include two new Taki flavors, Wicked Glinda Good Berry and Elphaba Caramel Apple breakfast cereals from General Mills, mint fudge cookies with green stripes from Keebler, new Wicked For Good Sour Wild Berry Skittles, ready-to-bake Wicked cutout shape sugar cookie dough from Pillsbury, and a Wicked reveal cupcake kit from Betty Exclusives, according to the announcement.
Albertsons is also offering customers a free Fandango movie ticket to see “Wicked: For Good” in theatres if they spend $25 on participating items.
The Wicked promotion isn’t the first time Albertsons has tapped an on-screen phenomenon to defy shoppers’ expectations. Earlier this season, Albertsons gave a nod to the final season of hit series “Stranger Things” with retro-inspired Chips Ahoy cookies, strawberry-flavored Eggo waffles and multicolored Gushers.
