Safeway cracks the marketing code for new products

Stephen Whiteside

This article reveals how Safeway, the US supermarket chain, is becoming a hub for new products and consistently delivers ROI of at least 2:1 when co-marketing these new goods.

Safeway cracks the marketing code for new products

Stephen WhitesideWarc

In mid-2012, Safeway – the supermarket chain – set out on a mission to become a hub for new and exciting products, and to consistently deliver a strong return on investment (ROI) when co-marketing these goods with brand owners.

And Chris Almeida, the company's vp/shopper marketing, core business and loyalty, left delegates at the Brand Activation Association's (BAA) Marketing to the Omni-Channel Shopper: EAST 2014 event in little doubt concerning its success. "Since we launched this program almost two years ago, we've launched close to 550 items," he revealed....

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