client: safeway

Safeway, one of America’s largest grocery store brands, wanted to launch new products and expand brand loyalty amidst the marketing noise of its competitors.

CHALLENGE/SOLUTION

They had a strong brand history but were looking to expand in the competitive grocery market, and growing millennial audiences placed high expectations on grocery stores by demanding fresh and healthy products at low prices. BRAINBOX tackled this challenge with energetic and divergent solutions. We helped launch FOUR new product lines for Safeway through dynamic experiential marketing, savvy PR campaigns, and creative tenacity.

PRODUCTS LAUNCHED

 

Safeway developed Bright Green, an eco-friendly cleaning line aimed at green-conscious consumers, and enlisted BRAINBOX to launch it creatively. We introduced the Bright Green Clean Team, traveling the West Coast to offer interactive, one-on-one product demos. Customers tested the products on-site, received coupons, and were driven into stores, boosting sales.

We also coordinated clean-up events at parks, zoos, and public spaces, allowing passersby to engage with the products. Our media outreach, including press releases and expert contacts, generated over $100,000 in earned media and 10+ million media impressions for the Bright Green line.

To launch Safeway Select, a new house coffee brand, we needed creative solutions to boost awareness and store traffic in Portland, San Francisco, and San Diego. Knowing that 74% of consumers rely on word-of-mouth for purchasing decisions, we took to the streets for face-to-face engagement.

After researching high-traffic commuter areas, we set up branded tents near Safeway stores. Our team, equipped with dispenser backpacks, handed out fresh Safeway Select coffee and coupons to early morning commuters. Thousands of samples led to increased store sales, while our “This is Not Your Average Joe” PR campaign earned significant media coverage across radio, TV, and print.

Through strategic community engagement and relentless PR, we successfully activated the Safeway Select brand in all markets.

With online grocery shopping on the rise, Safeway.com needed to stand out and build customer loyalty. Our solution? Make home delivery exciting.

To differentiate the brand, we hit high-traffic areas with a creative twist—our team wore Superman capes and Clark Kent glasses to symbolize Safeway.com’s ability to “come to the rescue.” We handed out branded water bottles, pads, and coupons while engaging thousands in conversations about the service.

The week-long event generated word-of-mouth buzz, reaching nearly 600,000 people and making Safeway.com memorable on crowded city streets.

Launching Refreshe: A New Isotonic Sports Drink

To help Safeway’s new sports drink, Refreshe, stand out in a crowded market, BRAINBOX tapped into its proven platform, The Great American Rivalry Series. High school football games offered the perfect opportunity to engage a captive audience.

We selected six major games in California and Oregon to maximize exposure. Our team set up branded tents, handed out thousands of drink samples, and distributed coupons to fans, driving them into local Safeway stores. With extensive signage and PA announcements, the campaign reached nearly 300,000 people, embedding Refreshe in the minds of athletes and fans alike.

RESULTS

BRIGHT GREEN CLEANING

10,000,000+ MEDIA IMPRESSIONS

SAFEWAY SELECT COFFEE

Connected with communities, earned extensive media coverage, and activated the Safeway Select brand in numerous markets

GROCERY STORE HEROES

600,000 PEOPLE REACHED

REFRESHE DRINK LAUNCH

300,000+ PEOPLE REACHED

HERE’S HOW

Experiential Marketing

Thousands of people in Safeway’s markets personally interacted with the Safeway brand in memorable and unique ways through our activations.

Event Management

We coordinated multiple moving parts of complex events to present a cohesive and exciting experience for vast audiences.

Media Planning

Through PR, we secured over 10M media impressions for Safeway’s Bright Green brand, along with print, radio, and TV coverage for their coffee brand tied to organic events.

Product Sampling

Digital Marketing

Broadcasts