Safeway Gives Back for Back-to-School

Safeway is again funding local schools with proceeds from select back-to-school sales.The chain's "10% Back to Schools" program allows shoppers to donate 10% of purchases from more than 100 participating items to a school of their choice. Shoppers who buy items with their loyalty cards receive redemption codes on their receipts, which they register from Sept. 10 to Oct. 13 to benefit a local school. Shoppers who are enrolled in the national eScrip fundraising program automatically donate to their designated schools at checkout. (That program isn't accepted at Dominick's, Randalls and Tom Thumb.) Safeway pledges to donate an extra $1,000 to the 250 schools that earn the most funds. Introduced in July 18 circulars, the program runs through Sept. 4.Participating items from ConAgra Foods, Colgate-Palmolive, Hormel Foods, Pinnacle Foods, Nestle and other packaged goods companies are marked by yellow shelf tags or pole toppers on endcaps and floorstands. Standees and spectaculars near store entrances also support.The program also ties into General Mills "Box Tops for Education" initiative (see Related Articles), with products from cereal brands, Pop-Secret, Chex Mix, Hamburger Helper, Pillsbury and Totino's carrying double Box Tops points. Stores communicate with circular features, signage and spectaculars of participating General Mills products.In other news, Safeway is taking another flight with United Airlines' Mileage Plus program for a tropical vacation sweeps. The "Pick Your Paradise" sweeps (which isn't running at Tom Thumb, Randalls or Carrs) awards 20 grand-prize vacation packages to one of 10 resorts in Hawaii or the Caribbean; 45 first-prize winners receive 50,000 Mileage Plus miles. Registered United customers enter online with their Safeway loyalty cards. Supported by a stanchion sign near store entrances, the promotion runs June 20 to July 25.Safeway partners annually with United Airlines to award vacations and air-mile prizes. (See Related Articles.)Safeway, Pleasanton, CA, operates 1,534 stores in 22 states under the Safeway, Vons, Pavilions, Tom Thumb, Randalls, Dominick's, Carrs and Genuardi's banners. The company announced sales of $9.8 billion in second-quarter 2007 (ended June 16), an increase of 4.9% from the previous year. Same-store sales increased 3.7%. The company opened five stores, remodeled 82 units into the Lifestyle format and closed 26 locations during the first half of 2007.

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