Canada Safeway, a grocery brand synonymous with fresh, quality food, was looking to enhance their offering to Western Canadian shoppers. Their goal was to inspire shoppers with innovative recipes and food knowledge in a weekly direct-to-home flyer insertion, providing new tastes and techniques to make meal time more exciting.
Having just completed a complete re-design of Safeway’s core marketing tool, the weekly flyer, LPi Group was the client’s first choice to bring this new initiative to life. LPi created from scratch the look and feel of the ‘Table Talk’ campaign – a weekly 4-page flyer insertion, filled with stunning food imagery, solutions and purchase cues for featured product in-store.
A nearly year-long activation, LPi connected directly with Safeway’s product departments for content, delivering a fresh layout to shoppers every week.