You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract SAFEWAY CHAIN SHIFTS MARKETING STRATEGY Will Triple 'Lifestyle' Format Stores; Launches $100 Million Ad Campaign By Mya Frazier, Published on April 06, 2005 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.