Safeway has unveiled a Scottish logo and brand identity as part of its campaign to position itself as Scotland's number one food retailer. The supermarket chain says its market share in Scotland is 22%, making it the market leader in that territory, well ahead of nearest rival Asda. Safeway sources claim Asda is so worried that the Wal-Mart subsidiary has started copying its high:low pricing tactics. Asda denies this. But one of our Grocer 33 mystery shoppers has sent us Asda AdMatch leaflets in which the chain promotes cut price "great deals" in much the same way as Safeway. Safeway is piling on the pressure with a two week joint initiative with the Scotland the Brand agency to promote local suppliers and products. {{NEWS }}

Topics