The campaign, created by Clemmow Hornby Inge, focuses on seasonal products and introduces the new strapline: "A fresher way." It aims to show the investment Safeway has made in its stores portfolio, emphasising the chain's commitment to fresh produce.
The campaign breaks with "November", showing products and everyday items that capture the feel of a crisp autumnal day. New campaigns will air each month.
Johnny Hornby, a CHI partner, said: "'A fresher way' celebrates the fact that Safeway isn't one of the big four supermarkets. It's a very different experience."
Scotland was chosen as the launch region because Safeway's extensive store refurbishment programme has largely been completed there. The campaign will air on STV as the test medium owing to its cost effectiveness. Manning Gottlieb OMD handles media planning and buying, and further activity is planned for outdoor, radio and in stores.
The decision to use TV is a U-turn for Safeway, which claimed that it was not the best medium to reach consumers when it hired CHI in July.
Safeway rejected national branding campaigns in 1999, choosing to focus on below-the line activity. It also invested millions in revamping its stores, which dented its sales growth earlier this year.
The ads were written by Jane Inge, art directed by Charles Inge and directed by Susie Robertson at The Paul Weiland Film Company.