BBDO Is Bagged By Dominick’s

Grocer’s Parent to Consolidate Its Account
CHICAGO-Dominick’s Finer Foods is poised to shift its $4 million account from BBDO Chicago to Dailey & Associates in West Hollywood, Calif.
Officials at Dominick’s confirmed the plan to change agencies, but declined to offer details. Calls were referred to Safeway, the grocery store chain’s Pleasanton, Calif.-based parent company. Safeway officials did not return calls by press time.
A Dailey official confirmed the agency has completed work for Dominick’s but could not say whether it was the supermarket’s agency. Dailey handles advertising for Safeway.
Tonise Paul, BBDO Chicago’s president, said the agency has not been officially notified of the shift, but said she anticipated the business would be moved.
Safeway last year purchased the 115-store Dominick’s chain, then headquartered in Northlake, Ill., for $1.2 billion. Dominick’s is the second-largest grocery retailer in Chicago. Safeway officials have said they plan to expand the chain’s presence outside the Chicago market.
Safeway late last year moved creative duties on its $30-35 million account to Dailey from McCann-Erickson. Dailey is also the creative agency on Vons Markets and Pavilions, a chain that was acquired by Safeway in 1997.
BBDO’s work for Dominick’s focused on radio and direct mail. The work was tagged, “The fresh store.”
Though Paul said the expected loss was disappointing, she added the agency would pursue other retail accounts. -with Angela Dawson