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   Safeway Speeds Up Thanksgiving Again
by Cristel Mohrman, In-Store Marketing Institute
Posted: Tuesday, November 17, 2009 at 9:54AM EST

Safeway is reprising its annual Thanksgiving program, which promotes private-label products by offering rebates on the purchase of relevant holiday fare.

The company’s various chains ushered in November by again presenting a "2-hour turkey recipe" via take-one brochures distributed in stores and online.

The recipe recommends using Safeway-brand turkey and private-label O Organics extra virgin olive oil. The brochure also offers step-by-step preparation instructions, so that "your guests will think you’ve been preparing for days," and directs shoppers to a microsite for how-to videos, a holiday planning guide and coupons. It also provides recipes for side dishes and desserts that likewise pitch ingredients from private-label brands including O Organics, Safeway Select and Lucerne.  

To read the rest of this story please go to: In-Store Marketing Institute  

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