Safeway, Britain's number four supermarket chain, claimed yesterday that its expansion in Scotland has created 960 new jobs since May.

Although trailing Tesco, Sainsbury and Asda in Britain as a whole, Safeway rules the food retailing roost in Scotland where it now employs over 18,000 staff.

To exploit its ‘Scottishness’, the supermarket is to rebrand its outlets north of the border with a logo proclaiming “Proud to serve Scotland”, backing this with a joint promotional campaign with export body, Scotland the Brand.

News Source: CampaignLive (UK)