Ad Amƒricas Takes On Hispanic Duties for Safeway

Ad Amƒricas has added a supermarket chain operator to its client roster, landing the Hispanic portion of Safeway’s advertising account.
The agency will launch a print, radio, TV and possibly outdoor campaign later this year for the Pleasanton, Calif.-based company, which owns the Safeway, Vons and Dominick’s supermarket chains.
The account is valued at $3-5 million. Safeway representatives did not return phone calls seeking comment.
“Safeway, Vons and Dominick’s already have a good base with the Hispanic market, but there is a tremendous upside for all three campaigns,” said Maria “Liz” Castells-Heard, president and partner of the Los Angeles agency.