Notes

All in the Tag Line: Consumers watching English-language television have heard Albertsons’ recent merger with the Lucky grocery store chain being described as a marriage. But in a new Spanish-language campaign created by Los Angeles-based Enlace Communications, the tag line is “Albertsons: It’s Just Like Me.”

Research suggested that Latino shoppers, while familiar with Lucky, felt that Albertsons’ prices might be higher and that its stores might not have many employees who speak Spanish.