Magazine article Marketing

Safeway Axes National Ads to Build Local Focus

Magazine article Marketing

Safeway Axes National Ads to Build Local Focus

Article excerpt

Safeway has dealt at least a short-term blow to its advertising and media agencies, Bates UK and Zenith, by pulling out of national advertising for the foreseeable future and instead focusing on local promotions.

The supermarket chain is dropping Bates' 'Talking Toddlers' advertising campaign, which has run since 1994, and will concentrate its marketing budget on targeted promotions on a store-by-store basis.

Prices will differ across the country, depending on local competition, and individual stores may even create their own promotional material, aimed at whoever the store manager decides is the target customer in that area.

While Safeway will retain Bates UK for 'brand development', local ads for store openings, relationship marketing and new media, it plans no above-the-line campaigns for next year. However, it refused to say how long the strategy would continue.

The move is likely to mean a reduction of Safeway's [pounds]22m ad account. Bates UK may rejig the team working on its Safeway account as a result. …

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