Among Trader Joe's assets is its advertising vehicle, the monthly Fearless Flyer magazine, which features a combination of special buys and unique items in a format that differs from typical price-and-item supermarket ads. “While the big chains run hundreds of items in ads that all look alike, Trader Joe's tells interesting stories about its unique products,” explained Art Turock, a Kirkland, Wash.-based consultant. “Its advertising principle is ‘less is more,’ and that poses a constant ...
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