The supermarket chain has signed a six-figure deal with The Mail on Sunday to establish an advertising partnership supporting You Magazine's Complete Christmas guide, running on 1 December.
Safeway's arrangement with The Mail on Sunday will be its only press spend for the rest of the year. The activity, which will see Safeway take advertising across the entire Complete Christmas issue, will involve a series of creative executions linked to relevant editorial and tailored advertorials.
The agreement was brokered by Angie Browne, the director of Safeway's media agency, Manning Gottlieb OMD, and Rob Atkinson, the head of trading at The Mail on Sunday. Creative is by Clemmow Hornby Inge.
Atkinson said: "This partnership gives our readers additional value in the form of an extra editorial section within You Magazine."
Safeway last week announced a return to television advertising after an absence of three years.