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Safeway
The Safeway Discover What's New Program

RAN IN: United States

CLIENT
Safeway Inc.

Chris Almeida - VP, Shopper Mktg.
George Dordevic - VP, Creative & Production Services
Dimitri Haloulos, Group VP - Shopper Mktg.
Marcus Pucci - Manager, Shopper Mktg.
Barbara Walker - SVP, Consumer Comm. & Integrated Mktg.

AGENCY
TPN *Lead Agency

Jenn Nannini - Group Acct. Director


Valassis

Todd Peets - Director, Strategic Sales
Karen Law - Director, Mktg.


News America Marketing

Scott Simon - Director


SUMMARY

As shoppers began splitting their grocery baskets between multiple retailers, Safeway was suffering death by a thousand cuts. In an effort to reposition itself in a way that would re-attract shoppers, Safeway developed the DiscoveWhat's NEW program. We consolidated new products to create a bulk offering, then got those products to shelf at record speed, and finally targeted the most valuable shoppers at a hyper-local level. Ultimately, the New Item program far surpassed our objectives and gave shoppers a new way to think about Safeway in their grocery portfolio.

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: Digital/Interactive, Direct, Print, Other

Audience: Boomers (45+),Brand Influencers,Families,Mothers,Women,Safeway Shopper & Early Adopters,Affluent Woman (25-54)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English