Safeway’s Tender-Hearted Promotion Funds Breast Cancer Research

During the month of October we celebrate fall and Breast Cancer Awareness Month. To show their support of the cause, Safeway ran a Tender-Hearted promotion with the goal of raising research funds and awareness to fight breast cancer. A percentage of all profit generated from beef sales during October was donated to breast cancer research and prevention programs.

To get the word out to their customers, Safeway used a variety of in-store materials in the more than 1,738 stores under the Safeway umbrella. Each store received one ironman sign and six sign toppers to grab the attention of their customers. They also heard about the Tender-Hearted promotion through in-store radio and saw it highlighted in the weekly ad for the week of October 3-9.

The beef checkoff funded a radio buy in three markets to help draw customers to the meat case in support of the cause. Ads ran during the week of October 3-9 in the Chicago market to draw customers to Safeway’s Dominick’s stores, in the Los Angeles market to bring customers to the Von’s banner and in the San Francisco market to draw traffic to Safeway stores.

The best news to pass on about this promotion is that Safeway was not the only winner. In addition to the percentage of beef sales that was contributed, customers, employees and suppliers also made donations to the cause. When all the money was added up, Safeway provided almost $17 million to breast cancer research and prevention programs in the United States and Canada. Safeway has also made an effort to educate women about detection and prevention of breast cancer through a variety of avenues including radio ads, in-store signage and their website.