Retailers are demonstrating that promotional programs for private label can be just as novel and lively as those for national brands. Take Spartan Stores, the Grand Rapids, Mich.-based wholesale grocery co-operative, for instance. Ten of its employees competed in a fund-raising 5-K race, each dressed in giant boxes of Spartan-brand Rainbow Twist pasta. Spartan Stores tied the event into a Spartan Brand pasta promotion that was publicized, in part, on billboards with the slogan "Endless ...

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