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LOS ANGELES Safeway said it would unveil plans today for a $100 million brand renovation, including an extensive ad campaign by Interpublic Group’s Dailey & Associates.
According to Brian Cornell, chief marketing officer for the Pleasanton, Calif.-based grocery corporation, the “Ingredients for life” campaign will launch nationwide the week of April 18.
“It’s the largest fully integrated marketing initiative in Safeway’s history,” Cornell said, citing campaign components ranging from a more contemporary logo and redesigned weekly print circular to “high-impact” TV placement and a revamped Web site.
“Launch”
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