Safeway bets on humour and inspiration in major brand refresh
Safeway has launched its new brand platform, “That’s The Way,” to reinforce its position as a destination for Canadians’ weekly grocery shop.
Built around the idea that grocery shopping is increasingly driven by individual needs and preferences, the platform encourages customers to "shop their way,” whether that’s prioritizing value, seeking meal inspiration, finding convenient meal solutions or discovering new products.
Launched in May across Safeway stores in Western Canada, the platform is supported by an integrated marketing campaign spanning video, social, audio, influencer, out-of-home, digital and in-store channels. Developed in partnership with creative agency TBWA and media agency UM, the campaign leans on humour and relatable shopping moments to connect with consumers while reinforcing Safeway's focus on quality, value, convenience and inspiration.
Michelle Crowley, vice-president of marketing at Sobeys, Safeway and Liquor, shares the thinking behind this initiative and what customers can expect.
What prompted the launch of the platform now?
“That’s The Way” is really about reinforcing what customers want most from Safeway today, which is a shopping experience that feels easy, enjoyable and delivers on fresh value, quality and convenience.
Canadians are juggling busy lives and rising costs, so they’re looking for grocery shopping to feel both practical and inspiring. This was our opportunity to connect with Canadians through a clear message while delivering it in a fun and playful way.
How does this campaign differ from others you’ve launched?
We’ve brought in more brand personality that we feel is really going to connect with families. We also wanted to connect with customers in ways that are more relevant to their day-to-day lives and what they’re dealing with.
What can shoppers expect to see in stores?
It’s about the tone of the messaging that we bring to life. It could be through fun signage, seasonal inspiration, showcasing new products, curated displays with strong promotions and a more seamless digital experience. We’re connecting the pre-shop experience with what customers see once they arrive in store, too.
For example, it’s not just talking about a burger. It’s helping people understand how they can make it more exciting with different toppings or seasonings and providing inspiration for feeding their families. t’s about connecting product inspiration, innovation and value in a cohesive way.
What categories will be a particular focus this summer?
A big one is our meat department. We’re launching new burgers, kebabs and sausages, both in our service case and across our fresh departments.
We also have ready-to-enjoy meal solutions, including flatbreads, bowls and salads, as well as other healthy meal options. We’re showcasing our 100% fresh guarantee and the abundance of fresh produce we offer. All of that is supported by strong value and promotional offers so we can connect quality products with great value.
READ: What Canadians are looking for at the grocery store this summer
In a market where every grocer is talking about value, what differentiates Safeway?
We know customers are looking for fresh ingredients, convenience and inspiration. We’re combining that with value in a way that’s compelling and relevant. “That’s The Way” is really about customers being able to get all of their grocery needs at Safeway the way they want them.
What do you hope the campaign achieves?
Obviously, we want to drive traffic to our stores, but we also want Canadians to see Safeway as their go-to destination for their weekly shop. We want them to feel confident they can get quality fresh food at great value.
What’s next?
This is the first major campaign under our new platform and we’ll continue telling this story throughout the year through our digital flyer, digital communications and future campaigns. We're also looking at new innovations that connect with Canadians' needs, whether that's fresh meal solutions, products in our meat department or other new items for customers to discover.