SAFEWAY REDEFINING ITSELF IN 'INGREDIENTS' CAMPAIGN

NEW YORK -- The $100 million re-branding strategy announced last week by Safeway will change not only the message the retailer sends to its customers, but also the nature of advertising and branding among conventional supermarkets, Safeway officials said.In an interview with SN last week, Brian Cornell, executive vice president and chief marketing officer for the Pleasanton, Calif.-based retailer,

NEW YORK -- The $100 million re-branding strategy announced last week by Safeway will change not only the message the retailer sends to its customers, but also the nature of advertising and branding among conventional supermarkets, Safeway officials said.

In an interview with SN last week, Brian Cornell, executive vice president and chief marketing officer for the Pleasanton, Calif.-based retailer, said Safeway's "Ingredients for Life" campaign aligns a consumer message with Safeway's

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