Safeway awards account to Clemmow Hornby Inge

Clemmow Hornby Inge (CHI) has been appointed by Safeway to handle its £3.3m advertising account, dealing a body blow to the supermarket chain’s long-standing incumbent agency Bates 141.

CHI, which was set up a year ago, pitched against Bates 141, Euro RSCG Wnek Gosper and Delaney Lund Knox Warren. It will begin work on the Safeway business in early September.

The appointment was made by Safeway marketing director Karen Bray and overseen by the AAR. Bray says: “This was a very close pitch, with an extremely high standard of strategic and creative thinking from all the agencies.”

A spokeswoman for Safeway claims there are “no current plans to return to television advertising”. But it is expected that with the appointment of a new agency, the supermarket chain will consider using the medium again.

Safeway, which once spent £35m a year on advertising, has not been on TV for more than two years. Under chief executive Carlos Criado-Perez the supermarket has concentrated on using tactical press and flyers to promote the launch of new or reformatted stores at a local level.

So far, 121 Safeway stores have been refitted and relaunched acc-ounting for 26 per cent of the chain’s selling space.

Safeway is also reviewing its media buying and planning accounts and has shortlisted Bates UK, incumbent on the planning account, Zenith media, incumbent on the buying account, BBJ Media and Manning Gottlieb OMD (MW July 4).

Latest from Marketing Week


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


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.


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.


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

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