KANSAS CITY, Kan. -- Price Chopper Stores here is launching a season-long tie-in with the National Football League's Kansas City Chiefs, featuring the team's mascot, KC Wolf.
ouseholds where both partners work has risen in the chain's trade area, according to Larry Culleton, sales marketing manager for the 29 Price Choppers in the metropolitan area here.
"The support of the Kansas City Chiefs has also changed, with women and children becoming an increasing segment of the team's viewing audience," Culleton added. "Plus the Chiefs are good for Kansas City, and what's good for our hometown is good for our stores and our customers." Price Chopper has had an exclusive advertising tie-in with the Chiefs since the mid-1980s. Previous programs have featured individual Chiefs' players as well as Coach Marty Schottenheimer. The current promotion -- designed to enhance Price Chopper's image through association with the Chiefs' organization and to build traffic and sales, Culleton said -- features Chiefs' mascot KC Wolf and uses the theme, "Price Chopper: When You're Hungry Like a Wolf." The promotion will include the following:
A home meal replacement program featuring Wolf Pak Value Meals in the delicatessen "geared to win back customers from the fast-food and family dining restaurants," Culleton explained. Besides offering six meals a week for takeout, the delis will also sell a 32-ounce sports mug with Wolf Pak graphics.
Weekly Wolf Pak specials, listed in a boxed section in the stores' print ads, which offer 10 items (five from grocery and one each from meat, produce, deli, bakery and general merchandise) that can be used for "tailgating" cookouts, barbecues, picnics, parties or family dining.
In-store signage in the produce departments, in which KC Wolf advocates the benefits of the 5 a Day for Better Health program through shelf talkers that have the mascot saying, "To grow big and strong, woof down 5 a Day."
Additional in-store signage and decor, including a large "wolf paw print" that will lead customers to a life-size cutout of KC Wolf standing next to a floor sign listing that week's 10 Wolf Pak specials. · TV and radio commercials that will run on all Chiefs telecasts and pregame and postgame shows throughout the football season as well as at Arrowhead Stadium on the Diamond Vision screen. The broadcast spots will portray KC Wolf stealing Wolf Pak meals from various coaches and players. Price Chopper stores are supplied by Associated Wholesale Grocers, a cooperative here.
