Safeway Invites Its Customer to Simmer With Safeway Select

SAfeway SeLECT SIMMER SAUCES FRONTThis past week Pleasanton, California based grocer Safeway launched a new premium line of simmer and slow cooker sauces under its Safeway Select Private Brand in its weekly flyer. The flyer featured a promotion, which allowed customers to buy 2 Safeway Select pasta sauces and receive a FREE Safeway Select Simmer Sauce. The promotion is a great way to leverage a high velocity popular Private Brand item to sample a new product. The sauce comes in flavors including mandarin orange, lemon butter and sesame ginger.

safway select simmer sauce

The retailer followed the flyer placement with a mention on its popular Facebook page:

“Busy holidays don’t have anything on you! Whip up an international dish easier than ever before with our new Safeway SELECT Simmer and Slow Cooker Sauces. http://oak.ctx.ly/r/1ia1

Hit “Like” if a slow-cooked meal for dinner tonight sounds heavenly.”

With more than 798,122 likes on their page this is a effective way to promote a new Private Brand product.

Safeway Simmer Sauce FAcebook



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.