Safeway Seeks New Ad Agency for $250 Million Account

PLEASANTON, Calif. -- Following on the heels of its successful "Ingredients for Life" marketing campaign which began last year, Safeway Inc. plans to conduct a competitive review of advertising agencies for its $250 million account.

"We are transitioning into the next phase of our 'Ingredients for life' brand repositioning," Safeway spokeswoman Teena Massingil told Progressive Grocer. "We will continue to build the brand and capitalize on the momentum that was built in the first year of the repositioning campaign. We expect to be complete by end of 2006."

The agency of record for Safeway, for broadcast creative and media, has been Dailey & Associates, West Hollywood, Calif. "We have had a successful partnership with Dailey over many years," said Michael Minasi, s.v.p., marketing. "As Safeway continues to refine and evolve its consumer communications, we are focused and committed to partnering with an agency that will help us achieve our strategies and continue to build our brand."

Dailey and Associates will not participate in the upcoming review. Pile and Company, a Boston-based firm, is managing the review process.

Safeway operates 1,772 stores in the United States and Canada and had annual sales of $38.4 billion in 2005.
-- Joseph Tarnowski
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