SAFEWAY SELECT SHOPPERS ARE REWARDED

RICHARD TURCSIK

PLEASANTON, Calif. -- Safeway here promised shoppers who chose Safeway Select brand of soft drinks over the national brand competition more than $1 million in prizes and discounts.

Instant win game cards were recently included in 12-pack cartons of Safeway Select cola, diet cola, punch, lemon lime, root beer, grapefruit, grape and orange sodas. The game pieces were highlighted by a starburst on specially marked boxes.

Details of the promotion were announced in an overwrap to the chain's weekly circular, as well as through in-store signage and special displays.

"Every ticket is a winner," according to the circular. The grand prize was a "dream vacation" to the consumer's favorite California "Fun Spot." Options for the winner were trips to Disneyland, Universal Studios and Knott's Berry Farm in the Los Angeles area; the San Diego Zoo, Sea World and the San Diego Wild Animal Park in San Diego; and Monterey Bay Aquarium and Marine World Theme Park in San Francisco.

The vacations were for a four day/three night all-expenses paid trip for a family of four to each of the theme parks in the selected city. To further drive home the advantage that Safeway Select offers over the national brands, the 12-packs were featured at three for $5 during the promotion, which ran in May.

Officials at Safeway's corporate headquarters here did not return phone calls seeking comment about the promotion.