This was directed by Graham Baker at Baker More O' Ferrall Productions through ad agency Michael Bungey & Partners.

The first "Safeway Food Store" opened up at Bedfordshire in 1961 by the American superstore chain of the same name which was "Safeway Inc." using the same "Rainbow S" logo, by 1987 Safeway Inc. later gave up the UK division and went home in 1987 as "Safeway Food Stores Ltd." was acquired by Argyll Foods, based at Hayes in Middlesex which acquired Allied Suppliers in 1982 which included Presto, Liptons, Galbraith and R&J Templeton superstore chains.
Argyll made a £91 million hostile takeover bid of Linfood Holdings the owner of Gateway Foodmarkets in 1981, but it failed. Re-named to the dee Corporation in 1983 which became the Gateway Corporation in 1988 and the Isocilies takeover bid happened in '89 divesting Gateway stores to ASDA. Gateway was re-named to Somerfield plc in 1994 which was acquired by the Co-Op in 2008.
In 1984 Argyll acquired Amos Hinton plc of Thornaby-on-Tees alongside their "Hintons" chain of 55 stores throughout the North of England, even Argyll by 1986 hoped to purchased United Distillers plc but they were outbid by Guinness plc (now Diageo).
By July 1996 Argyll Foods conducted a share buyback which was re-named to Safeway plc which was acquired in 2003 by Wm. Morrison & Co. (Morrisons) which enabled the chain of stores well-known in the North of England to be expanded to the South of England.

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