Extreme Makeover: Safeway Builds Consumer Brands
Before: More than 70 store brands with competing visions and minimal shelf impact.
After: A successful team of 10 mega-brands.
Core Expertise: Safeway “S” Brand, Basic Red
Wellness: O Organics, Eating Right
Category Authority: Primo Taglio, Priority Pet, Lucerne
Central/Destination-Building: Rancher’s Reserve, Safeway SELECT, Signature
James White, SVP of consumer brandsPreviously with Gillette, Nestlé, Ralston Purina, Coca-Cola
Matt Miller, VP of marketing/brand strategy and developmentWorked at Ralston Purina, then Nestlé
Susan Shields, GVP of innovationPrior experience at Quaker Oats, Del Monte
David Kessler, director of package designWorked at Ketchum Advertising and Broderbund Software