Magazine article Marketing

Safeway Sticks to 'Guerrilla' Strategy

Magazine article Marketing

Safeway Sticks to 'Guerrilla' Strategy

Article excerpt

Safeway's chief executive, Carlos Criado-Perez, has ruled out any return to national advertising in future, as he concentrates on US-style 'guerrilla marketing' tactics, such as flyers and local press ads.

At Safeway's annual results last week, Criado-Perez said: "We will not advertise our core retail business nationally, unless we become the dominant player. Being the fourth player in the market we don't have the scale to merit it. We need to compete on a local level, so we can hit our competitors in places where it really hurts."

Safeway, which once spent more than [pounds]35m on advertising, and ran one of the most high-profile supermarket television campaigns with its 'talking toddlers' ads, pulled out of national advertising in November last year.

At the time, this was viewed by the industry as was a short-term move, designed to focus efforts on improving individual stores. However, speaking as Safeway announced a fall in pre-tax profits of 29%, Criado-Perez said last week: "The only kind of national campaign I can foresee is on a pure brand issue such as the environment. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.