Safeway partners with social influencer ‘MrBeast’ in YouTube promotion

An Albertsons Companies grocery banner has partnered with a top YouTube star and influencer. 

Safeway has teamed up with “MrBeast” – a.k. a. Jimmy Donaldson —  who is famous for his video challenges such as “Quit your job and I’ll give you $100,000,” in a new social media contest airing on the YouTube platform. The “Survive in a Grocery Store” video shows MrBeast challenging a contestant to see how many days he can live inside a Safeway grocery store. 

Every day the man remains in the store, he wins $10,000 but there’s a catch. He must choose $10,000 worth of products to donate to local charities each day as well. Safeway partnered with Copia, a technology company that connects food donations to local not-for-profits, to identify and manage donation opportunities from the store to local nonprofit organizations. 

"The “Survive in a Grocery Store” video is live now on the MrBeast YouTube channel and has been translated into 14 languages across the globe.

Albertsons and Safeway personnel worked with MrBeast’s team on the cash registers, aisles, signage, placement and merchandising to make sure every aspect of the store was a true functional grocery store, including seasonal areas and specialty sections found only during special occasions.

“Safeway has a longstanding history of giving back to the community, so when we learned of this incredibly fun and unique opportunity to partner with MrBeast and help our neighbors in need, we were thrilled,” said Jennifer Saenz, executive VP and chief merchandising officer at Albertsons Cos. “Our collaboration with MrBeast furthers our mission to break the cycle of hunger as part of our Recipe for Change environmental, social and governance framework. We’re also introducing MrBeast’s fanbase to the extensive assortment of popular products they can find in their local Safeway store.”

[Read more: MrBeast sets traffic record at American Dream]

As of Sept. 9, 2023, Albertsons Companies operated 2,272 retail food and drug stores with 1,726 pharmacies, 401 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The company operates stores across 34 states and the District of Columbia with 24 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.