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When Safeway heralded its $100 million rebranding strategy last Tuesday, the news marked the struggling grocery industry’s largest effort yet to lure consumers away from robustly growing wholesale and specialty competitors.
Attempting to re-carve its place in the grocery store sector, Safeway presented itself as the $433 billion industry’s first “lifestyle” shopping brand. Safeway would be more than just a supermarket—it would “provide ingredients for meals, [and] for life,” said Brian Cornell, chief marketing officer for the Pleasanton, Calif.-based
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