Safeway rebrands Scottish stores

Safeway is to rebrand its 116 stores in Scotland with a new logo featuring the country’s national flag, the St Andrews Cross, and the strapline: “Safeway: proud to serve Scotland.”

The new regional identity will feature on carrier bags, staff uniforms and store signs. It will also appear on 60 own-label products sourced from Scottish suppliers.

The rebrand will be launched with a two-week local ad campaign in conjunction with a consortium of Scottish suppliers, called Scotland the Brand.

More than 60 Scottish suppliers are poised to take part in price deals, in-store promotions and sampling in a bid to promote their products.

Safeway will also launch a quarterly Safeway magazine for Scottish customers, featuring news on local products and recipe ideas.

A Safeway spokeswoman says: “We are starting to do much more on regional branding.” But she adds that the supermarket chain has no plans to rebrand its stores in other UK countries, such as England or Wales.

David Webster, chairman of Safeway, says: “We’re really proud of our Scottish heritage and are delighted to be working with Scotland the Brand on encouraging more of our shoppers to buy local products.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here