SAFEWAY GETS FRESH IN ADS TOUTING NEW DIRECTION

COLORADO SPRINGS, Colo. -- If sex can entice people to buy cars and beer, then maybe it can do the same for produce.That's the thinking behind a television ad campaign Safeway is running to promote its commitment to freshness. This past summer, the Pleasanton, Calif.-based chain began to selectively brand and guarantee its fresh fruit and vegetables, following the rollout of its Ranchers Reserve beef

COLORADO SPRINGS, Colo. -- If sex can entice people to buy cars and beer, then maybe it can do the same for produce.

That's the thinking behind a television ad campaign Safeway is running to promote its commitment to freshness. This past summer, the Pleasanton, Calif.-based chain began to selectively brand and guarantee its fresh fruit and vegetables, following the rollout of its Ranchers Reserve beef program promising restaurant-quality meat. The TV ad campaign represents "our way of

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