Research showed the company had a poor and weak image and was out-advertised by the competition. Unpopular with the budget conscious families, seen as for those with a higher disposable income. Was decided to use TV as lead medium rather than normal tactical press. To use TV for price and line advertising as well as branding. Safeway 'the best ally a mother with young children can have'. The brand overtook the competition in ease of shopping and staff service. Alistair Burns qualitative research showed how the campaign was working. Silver prize winner