$250 Mil. Safeway Pitch Enters Semis

BOSTON Safeway today named a half-dozen semifinalists in the review for its $250 million North American broadcast and promotions account.

Agencies that will make capabilities presentations next month are: Interpublic Group’s Campbell-Ewald in Warren, Mich., and McCann Erickson in New York; Omnicom Group’s DDB in Chicago and Goodby, Silverstein & Partners in San Francisco; Havas’ Euro RSCG in New York; and WPP Group’s Young & Rubicam in New York, per Pile and Co., the consulting firm here that is overseeing the review.

A cut to finalists will be made in late July.

The business in review includes broadcast creative, strategic planning, broadcast media planning and buying, as well as promotional marketing.

The IPG incumbent, Dailey & Associates in West Hollywood, Calif., which has handled both creative and media for Safeway, is not defending [Adweek Online, June 6].

The shop’s most recent work for the Pleasanton, Calif., supermarket chain was themed “Ingredients for life” and debuted in April 2005, running through year’s end. It was designed to complement Safeway’s overall “lifestyle” reinvention, which also included physical changes at some stores such as wood floors and upgraded fixtures and softer lighting.

“We have had a successful partnership with Dailey over many years,” said Michael Minasi, senior vice president of marketing at Safeway, in a statement, when the account went into play. “As Safeway continues to refine and evolve its consumer communications, we are focused and committed to partnering with an agency that will help us achieve our strategies and continue to build our brand.”

Safeway operates 1,772 stores in the United States and Canada and had sales of nearly $38.5 billion in 2005.