Albertsons wanted to continue their Sincerely message into the holiday season. They wanted a message that reflected the diversity of people and traditions that make each family’s holiday unique and special. Our insight was based on the creation of the holiday spirit. Whether it’s the baking of Christmas cookies to give out to friends, volunteering in a shelter to give out meals, your Grandma’s roll recipe that no holiday goes without, the place you gather when family is over, the venue for traditions being passed down, each year the holiday spirit is made in the kitchen.