Safeway Cooks Up Private Thanksgiving

Safeway chains are helping shoppers whip up a full Thanksgiving feast with a trio of instructional guides that push their private label products."The Complete Thanksgiving Dinner" program comprises three brochures featuring a two-hour turkey recipe, six side-dish recipes and a planning guide for the three-hour dinner. Developed by the Test Kitchen at Time Warner's Sunset magazine, recipes call for such private-label products as Safeway chicken broth, oil, honey and bread; Lucerne cheese, sour cream, milk and butter; Manor House turkey; and Signature soup; as well as national brands Del Monte, Ready Pac and Morton salt. Safeway web sites offer downloadable versions of the guides along with additional recipes.Displays in the meat department include floorstands that carry the brochures and coolers of turkeys and featured ingredients draped in signage. Stanchion signs promote a $3 discount on the purchase of a meat thermometer and other related Safeway-brand cooking tools. The program is featured alongside turkey promotions in November circulars.The promotion began Nov. 2 and runs until Thanksgiving. In June 2006, Safeway merchandised around a similar guide for summer grilling. (See "Safeway Trades ..." in Related Articles.) The chain ran a similar Thanksgiving program in conjunction with Sunset in 2005.In other activity, Safeway has re-teamed with Nestle's ice cream brands for a sweeps that dangles a $100 gift card for Apple iTunes downloads. (See "Dreyer's Sings ..." in Related Articles.) Shoppers who purchase any six Edy's, Haagen-Dazs, Starbucks, Skinny Cow or Nestle products receive five free downloads at the iTunes store and are automatically entered into the sweeps, which began Nov. 1 and runs until Dec. 1. The promotion was featured in Nov. 2 circulars.Safeway, Pleasanton, CA, operates 1,551 stores under eight banners in 22 states.

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