SAFEWAY LOOKS FOR NEW 'INGREDIENTS' IN ITS ADVERTISING

PLEASANTON, Calif. - Safeway's ballyhooed "Ingredients for Life" branding effort is searching for a new head chef.The retailer here last week said it would conduct a competitive review for a new advertising agency and that it would leave Dailey & Associates - its agency of record for 11 years and creator of its "Ingredients for Life" campaign - by the end of the year.Mike Minasi, Safeway's senior

PLEASANTON, Calif. - Safeway's ballyhooed "Ingredients for Life" branding effort is searching for a new head chef.

The retailer here last week said it would conduct a competitive review for a new advertising agency and that it would leave Dailey & Associates - its agency of record for 11 years and creator of its "Ingredients for Life" campaign - by the end of the year.

Mike Minasi, Safeway's senior vice president of marketing, told SN last week the company was "very happy

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