MELROSE PARK, Ill. -- Jewel Food Stores here has announced the addition of ciabatta bread to its bakeries with an ad that features photos of the bread and tells consumers how to pronounce it.
More than half a page was devoted to color photographs of the trendy bread in a recent edition of the chain's ad circular.
Under stripes of white, red and green -- Italy's national colors -- a headline reads, "Try Italy's most popular bread . . . Just say Cha-bah-ta!" The bread's nutritional value and its versatility are spotlighted in the ad.
A blurb underneath the headline says, "Introducing Italy's delicious and versatile ciabatta bread. Each loaf has been hearth-baked for a thick yet crispy crust and a light, moist inside. Ciabatta has no cholesterol, sugar, fat or preservatives."
Two large whole loaves are shown on a breadboard. Underneath that photograph, three others show ciabatta being used for breakfast, lunch and dinner.
Under a photo of three slices made into French toast, a line reads: "Start your day in a delicious way with ciabatta French toast." Next to that is a photo showing a well-stuffed sandwich made on a length of the bread. Under that photo, a line says "Ciabatta bread makes any sandwich a gourmet meal." The next photo is of a bountiful portion of linguini on a dinner plate that also holds chunks of ciabatta bread. The caption says, "Enhance any entree with versatile ciabatta bread." In the ad, a 16-ounce loaf of ciabatta bread was priced at $1.69.
