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Why We're Great >
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copywriter & creative director
Kraft wanted to lead the redesign and rebranding of Safeway's dairy department - but to do that, we had to figure out how to increase basket. So we re-named the department “Dairy Daily” and gave it a new look that was clean, bright and fresh. Education on the benefits of dairy for the whole family occurred throughout the store, as well as in pre-store elements.
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