Chelan Fresh   |   Safeway   |   Tertulia Cellars

Safeway

Case Study : A Collective Approach to Education and Merchandising.

In 2006, BR developed two point-of-sale campaigns that were implemented in Safeway produce departments nationwide. Working closely with a consortium of ten Washington apple shippers, Safeway, Fresh Express and Litehouse, BR provided comprehensive design, marketing and logistical services for each facet of the multi-tiered campaigns. Frontier Packaging provided printing for the totes and mini-bins, and built convenient shipping kits to custom Safeway specifications.

An Apple for Every Taste

This campaign was designed to stimulate new buying patterns by increasing consumer awareness of Washington apple flavors and preparation ideas. With a female demographic as the target audience, freshness and lifestyle marketing were keys to the campaign's crisp, friendly image.

Putting It All Together

Washington apples were cross-merchandised with Fresh Express salad mixes and Litehouse dressings. Consumer-friendly messaging included a quick and convenient salad recipe, accompanied by health benefits of apples and salad greens. BR provided custom photography and image compositing to create the vibrant, large-scale salad images.

Health Marketing is Good for You.

BR offers significant expertise in the areas of fresh produce merchandising, with emphasis on the health benefits of apples, pears and cherries. We work to stay abreast of produce industry developments and regulations, and foster ongoing relationships with health marketing leaders such as the Produce for Better Health Foundation.

Deliverables.

  • Totes
  • Mini-Bins
  • Posters
  • Rack Cards
  • Shelf Talkers
  • Coupon Pads
  • Sales/Setup Instruction Sheets
  • Ad Slicks