SAFEWAY, VENDORS JOIN IN DIRECT MAIL EVENT

LANHAM, Md. -- Eight major packaged goods companies participated in the first segment of a unique quarterly direct mail program. It was part of Safeway's Savings Club, the card-based electronic marketing program operated by Safeway's Eastern division here. The Families With Children Bonus Package is the retailer's first structured multibrand program developed after partnering with several marketers.

LANHAM, Md. -- Eight major packaged goods companies participated in the first segment of a unique quarterly direct mail program. It was part of Safeway's Savings Club, the card-based electronic marketing program operated by Safeway's Eastern division here. The Families With Children Bonus Package is the retailer's first structured multibrand program developed after partnering with several marketers. It is believed to be the first time such a targeted program resulted from this kind of

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