Month: February 2020

As we continue building an inclusive environment in our stores, we’re incredibly excited to share that ScripTalk will now be available in Safeway pharmacies across Canada.

“Scrip Talk is a breakthrough in the way we provide care to patients who struggle with low vision or anything that gets in the way of reading their prescription labels. It makes us better prepared to prevent medication errors which are unfortunately more common amongst patients who are visually impaired or have difficulty reading. We have visited numerous optometrists’ offices in and around our Safeway location to let them know we offer this service and the response from them all is overwhelmingly positive. I am looking forward to incorporating ScripTalk into our daily pharmacy practice.” Said Sheneez Virani, Staff Pharmacist, Safeway Pharmacy 8904, 111^th Street & 51^st Avenue, Edmonton AB. 

ScripTalk audible prescription labels enable blind, low vision or print-impaired pharmacy patients to hear important prescription label information free of charge. With ScripTalk, pharmacists code prescription labels with RFID (Radio Frequency Identification technology). Patients can then use a small, hand-held, base prescription reader called the ScripTalk Station Reader, available free of charge, to hear important prescription information and instructions read aloud.  Patients can also access talking prescription labels by using En-Vision America’s mobile app.

“We’re proud to offer ScripTalk at all of our pharmacies across the country. ScripTalk is an easy-to-use yet innovative technology that is breaking barriers for those who are blind, have experienced vision loss, or are otherwise not able to read vital prescription information,” said Jim Johnston, Vice President of Operations In-Store Pharmacy, Sobeys Inc. “With this technology, we’re empowering our patients to independently manage their medications safely at our pharmacies, in their homes, or wherever they may be.”

Speak to your local Safeway Pharmacy team for more information on how ScripTalk is another example of how we differentiate ourselves from all the other choices customers have and can help us better serve our customers every day.

We think life can be pretty delicious. And it all comes down to the right ingredients. The right people, the right food, the right setting, and the right mindset. As part of this, we’re refreshing the Safeway brand strategy with the parts of the brand customers know and love the most, including the tagline: Ingredients for life.

As we continue to bolster our brands and create sharp edges between banners, we are excited to launch a marketing campaign to showcase the new Safeway brand identity. Safeway has been proudly serving Western Canadian families for over 90 years. With a new creative campaign we’ve combined the perfect mix of leveraging strong existing equity, and new elements, to create a distinct refreshed brand that we couldn’t be prouder of.

Safeway: Ingredients for life
Safeway has all the right ingredients to feed family bonds. So, we’re bringing this to life by bringing back a beloved tagline, Ingredients for life.

When we started to explore tagline options for Safeway, we engaged with Western Canada shoppers to get their input. ‘Ingredients for life’ rose to the top of all the options that were tested. This tagline has equity, and there is an opportunity for us to build on the strong foundation since that line was first introduced in 2004. So we are bringing it back with a new purpose – enabling Western Canadian families to bond over amazing food.

We’re also introducing quotes – an element built by taking the iconic Safeway ‘S’ to create quotes and expressions in which Safeway provides the ingredients for life. Throughout our campaign we will be leveraging quotes to express our values, beliefs, and personality to form emotional connections with Western Canadians.

The Safeway brand character is like a proud dad; someone who inspires with enthusiasm, leads with confidence and welcomes with open arms. When we talk to our customers, we want to them to feel like the Safeway brand is a real person who is there to coach and encourage them using simple language and a casual tone of voice. Throughout the creative execution you will see photographs of meaningful moments that are reflective of real life – not overly stylized or staged – with pops of red to clearly tie back to the Safeway brand.

This new creative strategy will be launched with a brand campaign across TV, social, digital, and out of home media.  Our goal is to capture the attention of family-first grocery shoppers by reintroducing ‘Ingredients for life’ and building relevance in Western Canada. Further, we will be demonstrating how we nurture family bonds, while encouraging people to engage with the Safeway brand so that we become their preferred family big shop grocery destination.

The campaign launches later today, February 6, but you can get a sneak peek of our two TV commercials by clicking here. To create local buzz and excitement, we’re also rolling out a new design across our trailer fleet and sending the Mobile Food Experience to family-focused events across Western Canada. Below are a few examples of how this will come to life in market.

What are your ‘Ingredients for life’?
We want all of our employees to be part of the campaign by inviting them to create their very own ‘Ingredients for life’ quote card to share. Visit safewayphotofilter.ca, upload a photo, choose a filter and quote, then share it with your family and friends.

We think life can be pretty delicious. And it all comes down to the right ingredients. The right people, the right food, the right setting, and the right mindset. When they all come together, the best moments with the most important people are served up for you to enjoy.