Safeway 2005 Annual Report Download - page 12

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10 SAFEWAY INC. 2005 ANNUAL REPORT
Ingredients for Life
Responding to Health and
Wellness Concerns
In April 2005, we launched a major brand repositioning
initiative supported by a multimedia communications
campaign, Ingredients for life. The campaign highlights
key elements of our brand promise – superior quality
perishables and proprietary brands, the innovative
Lifestyle store format and best-in-class customer service.
We used TV, radio, print, outdoor, in-store and web-
based advertising to very effectively reach our target
audience. The campaign had exceptionally strong
appeal to consumers and significantly enhanced their
awareness of our branding efforts.
Increasingly today, consumers are taking more control
of their own health, particularly as they better
understand the critical role nutrition plays in sustaining
a vital, active lifestyle. As a food and drug retailer
with 1,337 in-store pharmacies, we are in an ideal
position to provide the health and wellness information
shoppers need and want. Our pharmacists have a
wealth of knowledge and are eager to share it with
our customers.
We also are
expanding our
Eating Right line of
low-fat or low-
carbohydrate frozen
entrees and meals,
so we can provide
busy consumers
with healthier
choices in additional
product categories. And
our corporate brands
packaging will soon include
nutritional icons to help our
customers make informed
choices.
In addition, we have
added a Wellness Center
to our web site, where
viewers can search articles on
important health issues. We also are partnering with
Dean Ornish, M.D., one of the world’s foremost experts
on the effects of lifestyle changes in reversing coronary
heart disease. Dr. Ornish, who chairs our recently
established Advisory Council on Health and Nutrition,
will assist us in product development, consumer
communication and nutritional labeling.
Dean Ornish, M.D.