Safeway unveils new brand re-positioning

Safeway Inc. has officially unveiled a new brand re-positioning that highlights the uniquely superior quality of the perishables and proprietary brands it offers in its stores, its new store concept, and the superior service it provides to its customers. With this campaign, Safeway positions itself as not just a supermarket that sells ingredients for meals. It proudly offers "Ingredients for Life."
Safeway s $100 million campaign, "Ingredients for Life," will launch on April 18 with new advertising, a new slogan, a new identity, and other unique elements highlighting the new Safeway brand position.
The brand re-positioning is the culmination of more than two years of reinvention and strategic development. The strategy encompasses offering the highest quality produce, meat, bakery and deli products, proprietary brands, prepared meals and superior customer service to differentiate the Safeway shopping experience and attract consumers who are weary of shopping in multiple locations.
The Safeway commitment to the highest quality perishables is evidenced by the Sweetest of the Season guaranteed sweet produce, available exclusively at Safeway. In addition, essential to the Safeway shopping experience are premium proprietary brands, including Rancher s Reserve tender beef and Signature Soups and Sandwiches that provide consumers with great quality and value.