Safeway Leverages LPGA Sponsorship with New Ad Campaign Television commercial features Golfing Legend Annika Sorenstam

Safeway Inc. announced the release of a new “micro-campaign”—an advertising effort developed to leverage the company’s expanded relationship with the Ladies’ Professional Golf Association (LPGA).

The campaign features print and radio executions, but is highlighted by a 30-second television commercial featuring legendary golfer, and current world’s number one female player, Annika Sorenstam.

In the commercial, which is scheduled to start airing February 28th, Ms. Sorenstam is shown shopping at a Safeway store using methods perhaps more common on the golf course. Specific scenarios include Sorenstam asking her caddie for advice before choosing the “right” baguette, sprinkling parsley in the produce section to gauge wind conditions, and receiving traditional “golf claps” from other customers as she exits the store.

The current execution concludes with details about the Safeway International, one of the LPGA tour stops at Superstition Mountain Golf and Country Club in Superstition Mountain, Arizona (outside of Phoenix) March 14-20. Other versions of the spot focus on the company’s overall LPGA sponsorship as well as the Safeway Classic, another LPGA tournament held August 15-21 at Columbia Edgewater Country Club in Portland, Oregon.

“We’re extremely proud of our association with the LPGA,” said Senior Vice President of Marketing, Michael Minasi. “And to have the greatest female golfer in the world be a part of that effort is spectacular.”

The campaign is scheduled to air initially in spot markets across the country, with possible national airings later in the year.

About Safeway
Safeway Inc. is a Fortune 50 company and one of the largest food and drug retailers in North America based on sales. The company operates 1,815 stores in the United States and Canada and had annual sales of $35.6 billion in 2003. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.