Category: Saskatchewan

Safeway: Ingredients for life

Posted on by Sudhanshu Rewari

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.

Celebrating 90 years of Safeway

Posted on by Sudhanshu Rewari

Team,

As we near the end of 2019, we’d like to take a moment to recognize and celebrate a very special moment in our Company’s history – Safeway’s 90th year in Canada.

In 1929, Safeway was founded with the humble desire to serve the distinct needs of Western Canadians. While there was no doubt that Safeway was capable of amazing things, we’re sure nobody would have imaged that we’d achieve all that we have today.

Since our very first store opened in Manitoba, our retail teams have been the backbone of our business. It’s without a doubt that you are at the very core of what makes Safeway one-of-a-kind. Each and every day, you go above and beyond to serve our customers, create unparalleled shopping experiences and foster a culture of generosity, inclusion and true Safeway pride. We have all visited countless Safeway stores during our time with the Company and your unwavering hard work and commitment never ceases to amaze us. We are still excited every time we step foot in one of our stores.

Together, we’ve achieved remarkable things over the past 90 years and have had a meaningful impact on so many communities across Western Canada. With your support, we’ve donated over $100 million to worthy causes close to home. We’ve provided countless food banks across B.C., Alberta, Saskatchewan, Manitoba and Ontario with desperately needed food aid. We’ve helped hundreds Special Olympics athletes from across Western Canada achieve their dreams of competing in the Provincial, National and World Games. We’ve raised and donated millions of dollars through our employee payroll donation program – over $3 million in the last five years alone – which never would have been fathomable without your generosity. You should all be so proud; we are incredibly proud of every one of you.

Our store teams have, and always will be, what make Safeway so great. You are kind. You are generous. You never hesitate to offer a helping hand, whether within your store or within your community. Your pride is unmatched, and you consistently inspire us to see what’s possible when we simply work together.

Here’s to 90 more incredible years at Safeway. We’re grateful to be a part of your team and can’t wait to see what the future holds for us. Please watch this very special video message from our CEO, Michael Medline.

Happy anniversary, Safeway!

Julie Sue Wood, Vice President Operations, SMO

Ralf Mundel, Vice President Operations, British Columbia

Scott Chollak, Vice President Operations, Alberta

And the winners are…

Posted on by Sudhanshu Rewari

Last month, we challenged all of our Safeway store teams to join forces and come up with their very best CFL inspired product display. We let you run with your best ideas, and needless to say, you didn’t disappoint! Your passion, creativity and true Safeway pride were front and centre in all displays. With the help of our friends, family and colleagues, we received almost 14,000 votes! Outstanding job, team!

Now, for the moment we’ve all been waiting for – your Safeway #myCFLfamily merchandising contest winners are…

Alberta

Saskatchewan, Manitoba  & Ontario

British Columbia

Each winning store will receive $500 to host a team pizza party PLUS two pairs of tickets (four tickets per store) to the closest CFL game, as well as CFL merchandise! CFL tickets and merchandise will be raffled at winning store pizza parties. Winning Store Managers will be contacted directly to arrange prizing.

Thank you to the countless stores across B.C., Alberta, and SMO who jumped on board and joined us in bringing our CFL partnership to life. You never hesitate to take on a challenge and the results were truly incredible. Job well done!

The time has come – vote now for your favourite Safeway CFL merchandising display!

Posted on by Sudhanshu Rewari

Last month, we challenged all of our Safeway store teams to join forces and come up with their very best CFL inspired product display. Displays could incorporate products from all departments and be as fun, unique and innovative as our teams could make them. We let you run with your best ideas, and needless to say, you didn’t disappoint! A huge shout out goes to all stores who joined us in bringing our CFL partnership to life.

You’ve shown us that you’re in it to win it, and now’s the time to go head-to-head for the top spots. From September 13 – 22, gather your friends, family and colleagues and encourage them to vote for their favourite CFL inspired merchandising display. With your help, we’ll declare three winning stores per region (BC, SMO, AB), for a total of nine winning stores. Each winning store will receive $500 to host a team pizza party PLUS two pairs of tickets (four tickets per store) to the closest CFL game, as well as CFL merchandise! CFL tickets and merchandise will be raffled at winning store pizza parties.

Click here to vote

and don’t forget to share across your social channels to better your chances!

 

Stay tuned to Safeway Talks on September 23 to see who will be crowned the official Safeway CFL merchandising champs!

Full contest guidelines and pizza party raffle conditions are available here.

Calling all store teams! Join the Safeway #myCFLFamily Contest today!

Posted on by Sudhanshu Rewari

Back in June, we proudly announced our new partnership with the CFL. We know that football is more than just the game – it’s the league, the fans, the food, and the way it brings families together. We’ve had a blast bringing our CFL partnership to life with our customers, but we know that some of the ultimate CFL fans are our own Safeway store teams. Our teams never back down from a challenge and we’re ready to put your CFL pride to the test.

We’re challenging all of our Safeway store teams to join forces and come up with their very best CFL inspired product display. Displays can incorporate products from all departments and be as fun, unique and innovative as you can make them. This is the time to finally roll out that great idea that you’ve been pondering. Sounds fun, right? It gets better.

What’s the prize?

A replica of the Grey Cup? Nah, even cooler. Each winning store will receive $500 to host a team pizza party PLUS two pairs of tickets (four tickets per store) to the closest CFL game, as well as CFL merchandise!

Here’s how it works:

  • Starting today, teams have two weeks to build a great CFL inspired display. One team per store, please.
  • Photos of your merch masterpiece must be submitted on https://safewaytalks.ca/cfl-contest/ by September 11, 2019. All photo submissions will be displayed online.
  • From September 13 – 22, Safeway employees (plus friends and family) will vote for their favorite display.
  • Three winning displays will be selected per region (BC, AB, SMO) and announced on September 23 – for a total of 9 winning stores!
  • Full contest terms and conditions are available here.

A huge shout out goes to all teams who join us in celebrating our CFL partnership. We couldn’t be more excited to continue connecting our Safeway family through food and sport, and we look forward to checking out all of your hard work!

In the meantime, if you have questions about the Safeway #myCFLfamily merchandising contest, please contact your Store Manager. 

FreshCo in Saskatchewan locations confirmed

Posted on by Sudhanshu Rewari

Today, Sobeys Inc. announced the first four FreshCo locations in Saskatchewan.

The following locations will reopen as FreshCo locations in Summer 2020.

  • Safeway Regent Park, Regina
  • Safeway Confederation, Saskatoon
  • Safeway 33rd Street, Saskatoon
  • Safeway Market Mall Saskatoon, Saskatoon

We will be working closely with impacted employees and the union in the coming weeks and will be entering the collective agreement specified process soon.

Pharmacies at these locations will remain open throughout the closures, renovations and FreshCo re-openings.

Stay up-to-date at SafewayTalks.ca.

 

Supporting the Humboldt Broncos Billet Program with a $200,000 Donation

Posted on by Varinder Singh

Last April, Canadians united in shock and sorrow when 16 people lost their lives in a tragic collision, including 10 Humboldt Broncos players. In the weeks that followed, our country came together to show support for the victim’s families, team and community.

Local store teams responded immediately following the tragedy by providing food for crisis centre volunteers and flowers, gift cards and care packages for the billet families who provided a ‘home away from home’ for players. Sobeys Inc. also made a $15,000 donation to STARS air ambulance in Saskatchewan to honour the efforts of local first responders and the Humboldt Broncos hockey team. And like our fellow Canadians across the country, Safeway employees showed their support for the Humboldt community by wearing sports jerseys and green ribbons, baking special donuts and cookies, and raising funds in-store.

We also made a promise to stand with the Humboldt Broncos, their families, and the entire community when the team was ready to move ahead. That time came last week ahead of the Humboldt Broncos home opener.

At Elgar Petersen Arena, home of the Humboldt Broncos, we came together again to show our support. Sobeys Inc. announced a $200,000 donation over two years to support the Humboldt Broncos Billet Program. At the event, the Broncos billet families were joined by Jamie Brockman, president of the Humboldt Broncos Board of Directors, Kathleen Keen, Humboldt Broncos’ Billet Co-Ordinator, Northern Saskatchewan District Operator Todd Leibel, Humboldt Sobeys franchisee Dave and Joann Doepker, and Natalina Porpiglia-Dafnis of our Community Investment team.

Each season, the Broncos recruit talented hockey players to play at the junior hockey level. To take advantage of this great opportunity, the players need billet families willing to share their homes. The billet program is an important example of the Humboldt community opening their doors to help nurture and support the young men who begin their journey with the 2018-19 Broncos team, and these funds will go a long way in making that happen. As part of this support, each month one Humboldt Broncos home game will be billed as the Sobeys Family Day Game, where we will provide food samples and giveaways.

Across the country, but especially among Safeway team members in Saskatchewan, we will remain steadfast in our support as the Broncos and Humboldt community continue to heal.

Celebrating Saskatoon’s Newest Safeway- Lawson Heights

Posted on by Varinder Singh

After weeks of hard work, an exciting ribbon-cutting ceremony and a $1,000 presentation to Special Olympics Saskatchewan, our new Safeway store is now open as of February 2nd, 2018.

Congratulations to the Safeway Lawson Heights Team, 210 members strong!

In this 60,000-square-foot store, customers are treated to innovative departments and products, including full-service floral, seafood and meat departments, expanded bulk foods, stone oven pizza, a carving station, pet boutique and Starbucks. We also feature an expansive Health and Wellness Department, fresh bakery and produce, along with the health care professionals in the Pharmacy.

The most important feature of the new store are the valued full-service employees and the customer experience they provide to each shopper. The Lawson Heights store reflects our commitment to bring fresh food and healthy choices to our communities, with the great Safeway customer service that can be expected at all of our locations.

In this rapidly changing grocery industry, this location is an example of how we are committed to building successful stores, synchronized with changing consumer needs. We are proud of our commitment to the Safeway brand and the communities we serve.

By working together and strengthening customer loyalty, we support our livelihoods at Safeway.

Stay informed at www.SafewayTalks.ca

Bargaining Update: Safeway supports Vince Ready’s recommendation for Saskatchewan, RWDSU facilitates vote

Posted on by Varinder Singh

After careful review, Safeway is in support of the recommendation put forward by mediator Vince Ready. While the deal includes terms that will increase costs at a time when cost control is so important, we have reviewed the proposal in detail and are able to support the recommendation.

Here are a few reasons why we support Mr. Ready’s proposal:

  • The deal is a reasonable compromise which allows us to move forward collectively.
  • It includes wage updates to align with current industry standards.
  • It includes benefits and policy updates to support employees.
  • It accounts for operational changes, like introducing third-party kiosks that will help our stores remain competitive in the challenging grocery market.
  • It includes the ability to negotiate with the union, new terms and conditions that are appropriate when converting any store to a new banner. As we begin our expansion of the FreshCo Discount banner into Western Canada, this will allow us to work together to shape the agreements within each of these new stores.

It’s no surprise that our Safeway stores in Saskatchewan and across Western Canada have been struggling under high operating costs. We’ve been losing money and can no longer afford to do so without a clear path forward.

We need solid collective agreements in place that meet the needs of our employees and allow us to operate with lower costs and more flexibility to beat our competitors and address changing customer needs.

Together we can provide a collaborative work environment, grow the business and exceed our customer’s expectations.

RWDSU has scheduled meetings to discuss the proposal with members and give you a chance to vote.

We hope you will have your say on voting day.

Check in with us here at SafwayTalks.ca for updates.

Mediator recommendation under review

Posted on by Varinder Singh

Last week, we reached out to let you know that we received Vince Ready’s recommendation for your collective agreement in Saskatchewan.

In an effort to keep you informed, I want to provide you with an update that the company’s evaluation of Mr. Ready’s report is on-going.  There are a number of Mr. Ready’s recommendations that will increase our operating costs and we have to take this into consideration at a time when cost control is so very important.

As every jurisdiction is different, we always apply a local lens to these agreements to ensure the terms put in place allow us to operate viable stores that help secure a strong future for all of us. We are taking our time to do what is right and review the recommendation carefully. It is important for us to carefully examine all aspects of Mr. Ready’s report in order to understand the impact on our business.

Soon, I will provide you an update and more details to your Store Manager.

Thank you for your patience and for your hard work in our stores each and every day. We need to remain focused on exceeding each customer’s expectation in this very competitive industry.

As always, stay tuned to SafewayTalks.ca

Thank you

Scott Chollak,
Vice President
Division Head, SK, MB, ON