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STOP & SHOP PARTICIPATES IN AD EVENTS AT OLYMPICS

QUINCY, Mass. -- Stop & Shop Cos. here has taken its baby food, pet food, tea and ice cream assortments to the Winter Olympics.The company is sponsoring the events in Nagano, Japan, with 15-second TV ads. Developed by Arnold Communications here, the ads are running throughout the three-week competition on CBS affiliate stations in several New England markets. Known as bookend spots, meaning they appear

QUINCY, Mass. -- Stop & Shop Cos. here has taken its baby food, pet food, tea and ice cream assortments to the Winter Olympics.

The company is sponsoring the events in Nagano, Japan, with 15-second TV ads. Developed by Arnold Communications here, the ads are running throughout the three-week competition on CBS affiliate stations in several New England markets. Known as bookend spots, meaning they appear at the beginning and end of a commercial break, the ads have been planned to appear in high-profile events such as figure skating, skiing and hockey.

Along with Center Store categories, the commercials highlight fresh bread, flowers, greeting cards and shampoo.

When asked why these categories were chosen, Terry Vandewater, the retailer's director of public affairs, said they have the largest number of stockkeeping units in the store.

"We focused on categories where we believed we had superior selection," Vandewater said. "In frozens, for example, there are 265 selections of ice cream and novelties." She added that about 5,200 items are offered in Stop & Shop's superstores.

At the end of each commercial, the copy reads, "Super Stop & Shop. The Best Selection. It's that simple."

All the ads have a humorous tone. One, for instance, shows different types of baby food being thrown against a kitchen wall. The copy reads, "217 kinds of baby food. You're bound to find one he likes." Other ads hightlight Stop & Shop's 80 kinds of tea and 70 kinds of dog treats.

Both national-brand and private-label items are featured in the ads.

"We wanted consumers to know that Stop & Shop can make their lives easier. They don't have to run around looking for the right choice. It's all right here," said Peter Joyce, vice president and management supervisor at Arnold Communications.

Joyce noted the ads are a continuation of the "selection" theme the retailer launched at the end of last year. Throughout the store, shelf tags highlight the retailer's large selection of items.

The tags have slogans such as "Our Great Selections Save You Time," "Enjoy the Best Selection in Town," and "A Great Selection of Stop & Shop Brands."