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    Safeway Inches Up in Ad Age's Megabrands Ranking

    NEW YORK -- Thanks to its voluminous Lifestyle image marketing push, Pleasanton, Calif.-based Safeway is for the second year in a row the only full-fledged supermarket chain to make it into Advertising Age magazine's Megabrands Report, which ranks advertisers by total ad spending in the latest full year. Wal-Mart, Target, and Kmart are also on the list.

    NEW YORK -- Thanks to its voluminous Lifestyle image marketing push, Pleasanton, Calif.-based Safeway is for the second year in a row the only full-fledged supermarket chain to make it into Advertising Age magazine's Megabrands Report, which ranks advertisers by total ad spending in the latest full year. Wal-Mart, Target, and Kmart are also on the list.

    Safeway, which rolled out its ongoing "Lifestyle" campaign last April, moved up to No. 161 on this year's list, compared to No. 168 in 2004. The grocer was estimated to have spent $113.5 million on advertising in 2005.

    Minneapolis-based Target ranked the highest of any retailer in the Megabrands Report. At No. 12, its ad spending in 2005 was estimated to have been $601.5 million. Last year Target was at No. 19.

    Wal-Mart, meanwhile, dropped four spots on the list. The world's largest retailer came in at No. 16 for 2005 spending (estimated at $563.3 million), compared to the No. 12 spot in 2004.

    Kmart came in at No. 88 for 2005 spending, compared to No. 63 in 2004.

    Odds are Safeway will return to the MegaBrands list for 2006; earlier this week, the chian named four ad firm finalists in the review of its $250 million North American broadcast and promotions account.

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