EASTON, Pa. -- Laneco here, a division of Supervalu Stores, put Ireland brand coffee on the fast track when it used a race car promotion to drive sales of the brand up by 700%. During the promotion, store managers at Laneco's 21 Laneco discount department stores and Food Lane supermarkets in eastern Pennsylvania and western New Jersey were enticed to increase their sales of Ireland coffee with the promise of spending "a day in the pit" with professional race car driver Jeret Schroeder at ...
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