PLEASANTON, Calif. — Anyone who follows Safeway's blog gets a glimpse inside the world of “Kate,” who works fulltime at the chain and is its official blogger.
“I am mom to three wonderful daughters: Gabriella, Madeleine and Mae, and wife to a great guy, Max,” Kate writes.
Followers don't know her last name and never see pictures of her or her family, but know things like what she packs the girls for lunch.
They also get updates about how the girls are doing in school, fun family activities and what's planned for dinner.
Along with providing small details of Kate's personal life, each entry cleverly plugs Safeway's in-store services, promotions and private labels, such as its Bright Green natural household cleaning products.
In one of her blogs, she writes about how she came up with an idea for dinner when she craved steak and the family grill master — husband Max — was running late. She ran to Safeway and picked up the chain's private-label Rancher's Reserve Tri-Tip.
“I simply created a rub of salt, pepper, garlic powder and oregano, and pan-fried them in a skillet on the stove,” Kate wrote. “They were delicious.”