Safeway to Spend $100 Million in Re-branding Effort
By George Anderson
Safeway, the nation’s third largest grocery store chain, is launching a $100 million marketing campaign with the slogan “Ingredients for Life” to reposition itself as a more
upscale market with product selection and services that address the lifestyle demands of modern consumers.
The campaign, billed as the largest in the company’s history, will kickoff on April 18 and include television, radio, print, outdoor and other communications to highlight store
remodels and other upgrades associated with the chain’s “lifestyle” format.
Safeway will focus the campaign on markets in the Western U.S., Canada and in metro D.C. Banners covered under the marketing effort include Safeway, Vons and Pavilions. Dominick’s,
Genuardi’s and Randalls are not part of the campaign.
Moderator’s Comment: What are your thoughts on Safeway’s repositioning plan? Has it made the required changes in its stores in terms of products and
services to match the messages in its new marketing campaign? –
George Anderson – Moderator
- Safeway Launches Brand
Repositioning: More Than Just Ingredients – Business Wire
- Safeway tries to lure back shoppers – The Associated