OAKLAND, Calif. -- Safeway here has rolled out advertising and in-store merchandising to promote a line of frozen entrees introduced under its upscale Select label.
The new offering consists of 10 premium entrees plus an array of hors d'oeuvres, according to Debra Lambert, Safeway's corporate public affairs director. Packages bear the Safeway Select Premium Quality trademark and a banner that says "Gourmet Club."
Entrees include two varieties of pork ribs, two types of beef patties, a macaroni-and-cheese dish, lasagna, stuffed baked potatoes and two kinds of pot pie (chicken and sirloin), Lambert said. Hors d'oeuvres include miniature quiches and seafood-type snacks, among others.
"In terms of promotional support, we've done shelf tags, displays and product sampling as well as print advertising," Lambert said.
For example, one ad read, "Put a Five-Star Restaurant In Your Freezer. Introducing Safeway Select Gourmet Club." The beef patties were listed at $4.99 for a 2.66-pound package, the lasagna at $7.99 for a 5-pound package, the potatoes at $3.99 for a 1.25-pound box and the ribs at $6.99 for a 2-pound box.
The spot also said, "Made with only the finest ingredients, like gourmet spices, seasoned beef, fresh vegetables; nothing but the best. The quality and savings you expect from Safeway Select. Ready to serve and enjoy in minutes."
As with its other premium-label groceries, Safeway is not playing off brand-names in merchandising Select frozen entrees. "We don't compare them to national brands. They stand alone," Lambert said.
