Safeway Deals Out Thanksgiving Dinner

Safeway is prepping shoppers for Thanksgiving by delivering private-label meal solutions and storewide rebates.The chain renewed its "Complete Thanksgiving Dinner" program on Nov. 1, offering three brochures containing recipes and tips to make a three-course dinner in three hours. Copying the program's inaugural 2006 flight (see Related Articles), the brochures consist of guides for a "2-Hour Turkey," "6 Delicious Side Dishes" and general holiday planning.Unlike the 2006 flight, which featured vendor participation from Del Monte, Morton's and Ready Pac, this year's recipes consist entirely of ingredients from proprietary brands, including Manor House (turkey), Lucerne (dairy), Signature (soup), Safeway Select and O Organics. Safeway chains are also merchandising a branded "2-Hour Turkey Roasting Kit" containing equipment from Bialetti.Brochures are dispensed on standees in the meat department, which also contains stanchions, headers, shelf wobblers and a dedicated endcap merchandising the Roasting Kit and cooking utensils. Elsewhere, the program is supported by shelf wobblers in frozen food cases and signs on checkout monitors. Shoppers can download related content from a corresponding microsite, which also offers wine pairing suggestions, recipes for leftovers and a "Turkeytalk" blog. Meanwhile, Safeway is working with vendors on several holiday-themed rebate offers, including:The "Home for the Holidays" promotion awards savings of $10 and $5 at checkout to shoppers who buy $30 and $20, respectively, in participating items. Identified by shelf tags, partner brands include Kraft Foods' Baker's Chocolate, Cool Whip and Jell-O; General Mills' Betty Crocker and Pillsbury; ConAgra Foods' PAM; Campbell Soup Co.'s Swanson; McCormick; Unilever's Lipton and Nestle Toll House. Introduced in Oct. 31 circulars, the promotion runs through Nov. 27.&nbspA cross-departmental rebate from PepsiCo and Hallmark awards two free two-liter bottles of Sierra Mist with purchase of three Expressions from Hallmark greeting cards. Violators in card aisles support. The offer runs from Oct. 31 to Nov. 29.&nbspLeveraging Kodak printing services in the photo department, Safeway awards 20 greeting card prints from the Kodak Gallery with a loyalty-card purchase of any three Sara Lee Signature Selections pies and Nestle ice cream products (Nestle's, Edy's, Haagen-Dazs and Starbucks). Cooler clings support the promotion, which runs from Oct. 31 to Nov. 29. In other activity, Safeway:re-enlisted for the National Frozen and Refrigerated Foods Association's "Catch the Cool Wave" promotion (see Related Articles) by delivering a free Surf's Up DVD to shoppers who purchased $50 in select dairy and frozen products with their loyalty cards from Oct. 3-30. Marked by shelf tags in cooler and freezer cases, participating items included Safeway's Lucerne, Eating Well and O Organics, as well as products from Kraft, General Mills, Nestle and other vendors. Violators, freezer endcap displays and weekly circulars also communicated the offer. Sony Pictures released the DVD on Oct. 9.&nbsppresents the third annual "Art of Dairy" contest from The Safeway Foundation and Lucerne. Middle- and high-school students aged 12 to 19 submit designs for a three-dimensional cow expressing the theme "cows and history" to win a grand-prize $20,000 for the winner's school and $5,000 each for the winner and a designated teacher. Secondary prizes include $5,000 for the first-prize winner's school and $2,500 to winner and teacher; $1,000 checks for three honorable mentions and their teachers; and $500 savings bonds for 25 finalists. Introduced in Oct. 14 circulars, the contest runs Oct. 19 to Dec. 3.&nbspenticed pet owners to stock up, offering a $5 savings at checkout to shoppers who bought $25 in pet food from Mars, Nestle-Purina, Procter & Gamble or Del Monte in October. A subsequent promotion, running through Dec. 30, awards a $5 savings with $20 worth of private-label Priority pet food. Aisle violators were used for both offers. Safeway, Pleasanton, CA, operates 1,539 stores in 21 states under the Safeway, Vons, Genuardi's, Dominick's, Pavilions, Randalls, Tom Thumb and Carrs banners. On Nov. 1, the company opened its 1,000th Lifestyle store in Everett, WA, marking the milestone with giveaways, price promotions and a contest.

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