Case Study: Grassroots National Campaign to Launch Safeway’s New All-Natural Food Line Proves PR Can Be a Picnic

Tale of the Table: A Guinness World Records official measures Safeway’s picnic table on National Picnic Day in June 2011 in San Francisco. The 305-foot-long table was later sectioned off into 25 separate tables that were donated to the city of Portland, Ore., crowned "America's Most Natural City."  Photo courtesy of Access Communications Company: Safeway Agency: Access Communications Timeframe: April - June 2011 Today, as shoppers become smarter about their food choices, and surveys such as a 2011 Deloitte study indicate that consumers have concerns about health, safety, processing and chemicals when it comes to the foods they eat, Safeway is once again listening to customer feedback and offering healthier choices. Building on its already established O Organics line of foods available in the more than 1,702 locations across the U.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.