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