Safeway is launching a string of Italian-themed in-store initiatives to promote the 'Picnic with Pavarotti' concert it will back in July.
The campaign, through Triangle, will include the sale of specialist Italian brands previously unavailable in supermarkets, after Safeway secured deals with the Italian Embassy and Trade Centre.
Safeway is also recruiting non-food Italian manufacturers to participate, including Fiat, Piaggio and Zanussi.
The June issue of the Safeway magazine and the store's discount leaflet, sent to 12 million homes, will also be devoted to Italian products.
Italian marquees will be set up outside stores, offering food tastings, special offers and the chance to win tickets to the concert.
The supermarket aims to raise pounds 1m for the Prince's Trust through its in-store activity and ticket sales.
About 100,000 people are expected to attend the concert, which will be held in Hyde Park on July 14.
Artists rumoured to be joining Pavarotti for the concert include Madonna, Elton John and Paul McCartney. Tickets are on sale exclusively at Safeway.
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