PLEASANTON, Calif. — As it worked to achieve price parity with its conventional competitors last year, Safeway launched a simultaneous marketing campaign to boost foot traffic at its stores — a campaign Safeway calls “Promise.” Speaking at the chain's annual investor conference here, Steve Burd, chairman, president and chief executive officer, said the campaign initially resulted in “dramatic volume changes” in a relatively short time at four of its nine U.S. divisions, while results at ...

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