Overview: Grocery chain stalwart Safeway soft-launched its private-label, all-natural brand Open Nature in late 2010. With new products slated to join the line in June 2011, Safeway turned to Access to design and execute a communications campaign that would establish Open Nature as a leader in the natural food space, one that is increasingly more competitive with brands such as Kashi and Amy’s already dominating-e the market share.

Challenge: Secure Bay Area and national coverage for a private-label, natural brand that isn’t available nationwide, in a marketplace where the definition of “natural” is subjective and private labels aren’t seen as innovators, with no marketing and promotions budget to support, and with a lead time of just two months.

Safeway also set high goals for success: Activate a media program to publically launch Open Nature that will: generate substantial media attention (100 million impressions); position the brand as a leader in the natural food space with the use of three key messages – high standards, transparency, and affordability; and encourage consumers to adopt the brand through product sampling and peer-to-peer influence.

Execution: Product launches in any industry are ubiquitous and typically do not merit significant media interest. Safeway tasked Access with distinguishing this product introduction in a BIG way, on a scale that would truly “set the table” for the roll-out…and we say set the table, we really mean it. .Working with Safeway, we took a two-pronged approach to stimulate media and consumer interest, followed by an ongoing communications plan to sustain momentum throughout the year as additional products were rolled out.

1. Media Event: We took a calculated risk and went for a record-breaking moment pegged to a timely news hook, and added in a brand-right celebrity. Mapping back to the “natural” theme, the team planned and staged a picnic on National Picnic Day, setting a Guinness World Record in Safeway’s name for the World’s Longest Picnic Table,.. Additionally, Access secured Food Network Celebrity Chef Tyler Florence to prepare an Open Nature-inspired lunch for the more than 600 guests including public officials, Safeway employees, media and consumers who attended the record-breaking affair. To encourage consumer excitement and attendance, Access activated social media contests through Facebook and Twitter to win a seat at the table, which resulted in more than 90 attendees.
2. Lifestyle Media Tour: With most key lifestyle media residing in New York City, Safeway and Access scheduled and conducted a deskside media tour to introduce the Open Nature product line and recap the National Picnic Day launch event. With the goal of seeding future stories regarding new products and natural food trends, the team identified Safeway VP of Innovation Nancy Cota as the ideal spokesperson due to her background knowledge of and passion for the Open Nature brand. Armed with Open Nature-filled picnic baskets and a relatable spokesperson, the team secured 10 appointments with top-tier outlets including SELF, Woman’s Day, FITNESS, and Good Housekeeping. Nancy’s enthusiasm piqued the interest of every editor she met with and sparked early story interest with iVillage, FITNESS, Woman’s Day and Working Mother.

Success Metrics

• Media Coverage: To date, the team has generated coverage driving 942,293,715 media impressions of the Open Nature launch, of which 98% mentions Safeway and 87% showcases the Open Nature brand.
• Message Pull-Through: High standards (81%), transparency (81%), affordability (77%)
• Event Attendance: Proving to be a successful sampling activity, the picnic attracted more than 500 general consumers, and media from more than 10 Bay Area local outlets.
• Customer Impact: Increased Safeway’s Facebook friends by 35,000 users, which in turn, elevated direct-to-consumer engagement, strong brand dialogue and the following of @Safeway on Twitter.