Safeway Plans EDLP Rollout Campaign

Safeway here said it plans to roll out a rebranding campaign division-by-division to focus on its new everyday-low-pricing program.

PLEASANTON, Calif. — Safeway here said it plans to roll out a rebranding campaign division-by-division to focus on its new everyday-low-pricing program. The campaign was launched earlier this month in the chain's 253-unit northern California division, which encompasses western Nevada.

During a conference call with analysts late last week Steve Burd, chairman, president and chief executive officer, said the rollout will proceed geographically, though he declined to say where it

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