Safeway has moved back onto TV screens with a £2m ad campaign it claims will take supermarket advertising into a “new dimension”.
Safeway canned its talking toddler adsa along with its ABC loyalty card on the grounds cash was better spent on a strong promotional flier package to drive trade. However, now a sizeable portion of the estate has been refurbished to new formats, a return to TV was appropriate on a regional basis to drive the next phase of Safeway’s marketing strategy.
It intends to boost the loyalty and spend of existing customers by telling them about the quality of refurbished stores, ranges and services, said marketing and trading director Jack Sinclair.
Read The Grocer, November 2 2002, p5 for more details.
Safeway canned its talking toddler adsa along with its ABC loyalty card on the grounds cash was better spent on a strong promotional flier package to drive trade. However, now a sizeable portion of the estate has been refurbished to new formats, a return to TV was appropriate on a regional basis to drive the next phase of Safeway’s marketing strategy.
It intends to boost the loyalty and spend of existing customers by telling them about the quality of refurbished stores, ranges and services, said marketing and trading director Jack Sinclair.
Read The Grocer, November 2 2002, p5 for more details.
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