Albertsons, Tia Mowry Team To Promote Overjoyed Own Brand

Albertsons Companies is working to raise the profile of its new Overjoyed own brand by teaming with actress Tia Mowry on a new digital marketing campaign.

Through March 27, the grocer is holding its Spread the Joy Sweepstakes that invites shoppers to share thoughts on “What makes you feel overjoyed?” Those looking to enter are asked to follow @overjoyedbrand on Instagram and offer their thoughts on the aforementioned question on the Tia Mowry and @overjoyedbrand in-feed collaboration post. 

The winner will receive a grand prize package, which includes a $500 Albertsons Cos. gift card, a gift basket filled with Overjoyed products, and a special video from Mowry.

“The brand is all about celebrating life's everyday moments and people that know me, know I'm very joyful and I walk with gratitude and it's very intentional,” said Mowry. “I truly believe that when we look for joy, we find it. So that's, one of the main reasons why I'm so excited to be partnering.”

Launched in the back half of 2024, Overjoyed was the first major private label debut from Albertsons in nearly a decade. The initial assortment of 150 items included a curated selection of treats including cupcakes, cookies, chocolatey trail mixes, cheesecakes, and sprinkles along with candles and liners.

The line was expanded during the fourth quarter as Albertsons added a handful of new holiday-themed items such as Holiday Tree Shaped Pretzels and Peppermint Bark with Candy Cane Crunch.