Copy/Concept/Music Production - Radio

Lucky was a beloved Supermarket chain in the West. The largest radio advertiser in California for years. But their brand had gotten tired. They needed to revitalize themselves and wanted to do it on radio with a jingle. Guess how I felt?

When I interviewed the stakeholders here's what I got. No kidding: 

Creative Director: "It's a REAL GOOD store." Executive Creative Director: "Makes you FEEL GOOD." Ad Director-Client: "Fresh ingredients so you can WHIP UP a meal." EVP Marketing - Client: "It's just a NICE place. Oh. And you have to say: "LOW PRICE"."

Now please play the jingle. 

Shoppers LOVED it! They downloaded ringtones. Requested copies from Lucky HQ. The company printed the lyrics in their newspaper ads and ran in-store contests in which kids sang the jingle and won groceries. Here's what I did for the holidays:

I wrote and produced a lot of these. The jingles helped drive Lucky's market share through the roof until, after two years, Albertsons bought them and absorbed them into their chain. But public outcry made Albertsons turn some of their stores back into Lucky's. People still sing me the jingles.