Since our official announcement in June, we’ve had an awesome time celebrating our CFL partnership with customers and employees in Western Canada. Recognizing the powerful connection between family, food and sports, our partnership has truly come to life for our customers through the Safeway #myCFLfamily Contest.

The contest, which launched on July 25 and runs until November 2, gives customers a chance to win weekly CFL Family Prize Packs – and one of two VIP Grey Cup Family Experiences – every time they swipe their AIR MILES® Card at participating Safeway stores. 11 lucky Alberta Safeway customers from Sherwood Park, Calgary, Edmonton, Camrose and St. Alberta have taken home prizes so far – and there’s still time left to win!

Our first TV spot began running on TSN in August, and future broadcast spots are being developed for the playoffs – including a special spotlight during the Grey Cup on November 24! Not only that, but our Safeway brand is proudly displayed on in-arena signage in CFL stadiums across Western Canada, visible by hundreds of thousands of fans watching the games at home, giving Safeway a competitive edge and bolstering our brand.

Be sure to keep an eye out the next time you tune in and join us as we continue to celebrate Safeway as the Official Grocer of the CFL!