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March 30, 2001

Safeway Inc. has selected Crossover Creative Group, a San Francisco Bay Area based minority owned advertising agency, to assist with the company's efforts to better reach the diverse customer base in its major urban markets including Chicago, Washington DC, Los Angeles, Houston/Dallas, and the San Francisco Bay Area.

Crossover Creative Group is managed by creative director Steve Climons. He believes companies in major markets will benefit by recognizing consumer groups such as African Americans, Hispanics and Asians because of their presence and influence in the marketplace.

Crossover's initial focus will be to develop stronger relationships in Safeway's urban markets, recognizing their needs through advertising and community relations. The firm will also develop advertising and marketing programs that are relevant to Safeway's urban consumer and the new mainstream general market. Crossover Creative Group's clients include Union Bank of California, Pacific Gas & Electric, and McDonald's.

"Crossover understands Safeway's needs and has demonstrated the creative resources that will help us better reach the diverse customer base in our major markets" said Mike Minasi, Group Vice President of Marketing.

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