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UKROP'S BRANDS VIE WITH U.S. OLYMPIANS

RICHMOND, Va. -- Ukrop's Super Markets here went for the gold during the 2004 Olympic Games with a first-ever promotion featuring private-label price discounts based on the number of U.S. medals.The "Ukrop's-Brand U.S.A. Medal Savings" program offered 5% to 15% off Ukrop's private-label lines, including Ukrop's, Full Circle, Top Crest, Top Care, Pet Club and Food Club. Savings were offered in the

RICHMOND, Va. -- Ukrop's Super Markets here went for the gold during the 2004 Olympic Games with a first-ever promotion featuring private-label price discounts based on the number of U.S. medals.

The "Ukrop's-Brand U.S.A. Medal Savings" program offered 5% to 15% off Ukrop's private-label lines, including Ukrop's, Full Circle, Top Crest, Top Care, Pet Club and Food Club. Savings were offered in the grocery and frozen food departments, as well as in dairy and health and beauty care.

"We want to drive sales of private-label products through incremental purchases from current consumers, and introduce non-purchasers to our items," Mandy Burnette, marketing manager, told SN.

Discounts varied daily, depending on the previous day's medal count during the summer Olympic Games in Athens. If the United States won 0 to 5 medals, a 5% "bronze-medal" discount was given; 6 to 10 medals, a 10% "silver-medal" savings; and 11 or more, a 15% "gold-medal" reward. In the first week of the promotion, there were two 5% bronze-medal days, and three 10% silver-medal days.

Ukrop's announced each day's savings in a variety of ways, including on its Web site, www.ukrops.com; on message boards near customer service desks; and on large, in-store banners. While Ukrop's has run departmental private-label sales, it hasn't discounted all of its brands at the same time until now, said Burnette.

"The promotion allows us to promote our private-label brands, which we think are the best of the best, [and celebrate] the achievements of the Olympians, which are the best of the best in their respective sports."

It also marks the first time that Ukrop's has rallied behind the Olympics to this degree. The retailer has run advertising in support of the Olympics in the past, but this is its first major Olympic-themed, in-store event.

The timing was right since August is typically a slow month in terms of promotions and holidays.

"The games were something that we could rally around with in-store excitement," Burnette said, adding that several current and former Virginia residents competed.

Discounts were offered on top of in-store sales, and were detailed in weekly circulars. For instance, an 11-ounce bag of Ukrop's Tortilla Chips, on sale for $1.19, was $1.13 with 5% off; $1.07 with 10% off; and $1.01 with 15% off.

Similarly, a 26- to 56-count package of Top Care "Jumbo" diapers, on sale for $4.99, was $4.74 with 5% off; $4.49 with 10% off; and $4.24 with 15% off.

To participate, shoppers needed to use their Ukrop's Valued Customer Card each time they shopped between Aug. 16 and Aug. 28. Savings were automatically provided when Ukrop's private-label items were purchased. In-store support included cash register toppers, shelf-talkers, posters and other signs placed in the center of the store. Associates wore red, white and blue ribbons that read "Go Team U.S.A!"

To heighten brand awareness, private-label product sampling took place for six days, with two items sampled per day. All of the retailer's lines were included in the rotation.