One of nation´s largest grocers is fighting back against discount retailers with a $100 million dollar marketing blitz.
Safeway´s new advertising campaign is being billed as the most expensive in the company´s 79-year history . The aim is to promote Safeway and its other named chains including “Pak-N-Save” in Sonora as more stylish alternatives to Wal Mart and other discounters that have been drawing customers away from traditional supermarkets. Safeway will begin running new TV ads highlighting the results of a makeover that´s been under way for the past two years.
The company, based in Pleasanton, has been converting stores to a new “lifestyle” format, featuring hardwood floors and softer lighting. It also has been adding more prepared meals to cater to time-pressed consumers.