Safeway has launched its new brand platform, “That’s The Way,” alongside its summer campaign—an integrated effort designed to re-establish the brand as the go-to destination for Canadians’ weekly grocery shop.

The campaign presents Safeway as a one-stop destination where shoppers can find quality, convenience, inspiration, and value—all in a single trip.

Rooted in consumer insights into how shoppers make more personal, needs‑based grocery decisions, “That’s The Way” reframes Safeway’s value by positioning it as the grocer that empowers customers to make choices that feel right for them—whether they’re driven by convenience, value, quality, or inspiration.

To bring this to life, Safeway leaned into a distinctive creative platform grounded in humour, relatability, and everyday shopping moments. Through light, witty storytelling, the campaign celebrates real-life scenarios, from last-minute BBQ indecision to weeknight meal shortcuts, reinforcing that Safeway makes it easy to pull it all together.

The campaign is supported by a full 360 rollout spanning video, social, audio, influencer, out-of-home, digital, and in-store, ensuring a cohesive experience from awareness through to conversion. Upper-funnel storytelling builds emotional connection and brand distinctiveness, while mid- and lower-funnel executions highlight key departments and fresh seasonal products.