Safeway is reprising its annual Thanksgiving program, which promotes
private-label products by offering rebates on the purchase of relevant holiday
fare.
The companys various chains ushered in November by again presenting a “2-hour
turkey recipe” via take-one brochures distributed in stores and online.
The recipe recommends using Safeway-brand turkey and private-label O Organics
extra virgin olive oil. The brochure also offers step-by-step preparation
instructions, so that “your guests will think youve been preparing for days,”
and directs shoppers to a microsite for how-to videos, a holiday planning guide
and coupons. It also provides recipes for side dishes and desserts that likewise
pitch ingredients from private-label brands including O Organics, Safeway Select
and Lucerne.
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