The Discover What’s New! program, an integrated cross-media campaign, was created to bring together new items from shoppers’ favorite CPG brands. New items were notorious for struggling to get shelf space and attention at major retailers, but Safeway found that new items could satisfy the consumer’s desire to splurge without hurting his or her wallet. Safeway became a one-stop shopping destination for new items, helping the retailer to further differentiate from its competition. The innovative Discover What’s New! campaign, which began as a six-week pilot, has since been extended into an ongoing, and lucrative, national program.