MALVERN, Pa. -- For the second time in the last month, Acme Markets here has devoted a full-page image advertisement entirely to crusty breads.
The latest ad features a full-color photograph of bread loaves in various shapes, arranged artfully on a wood table. Under the lush photograph a headline reads, "Old World Crusty Breads!" Beneath that, copy reads, "Acme's in-store bakery has more of what you're looking for. More selection, more variety, more home-baked freshness."
Some of the breads are pictured cradled in baskets lined with table napkins. Thick slices of bread are shown on a plate with cheese. A pewter candle stick, pitcher and creamer are seen in the photo as well as a feather-quill pen, apparently to add to the "Old World" ambiance of the breads.
"These image ads are selling a feeling; in this case, a feeling of comfort, rather than a particular product," said a local industry source who is knowledgeable about the 190-unit chain's marketing techniques. "And they're particularly suited to impulse-buy departments like the in-store bakery. Acme's using psychology, not price, to get consumers to want to come into their bakery."