BRUNO'S SPOTLIGHTS FRESH FOOD IMAGE

LAURA KLEPACKI

BIRMINGHAM, Ala. -- In the highly competitive Atlanta market, Bruno's here is trying to make a name for itself through a new theme-oriented advertising campaign focusing on its fresh foods departments.

It is also incorporating the slogan: "Bruno's. Higher Standards. Lower Prices."

For at least the past two months, the chain has been promoting the 16 stores it operates in Atlanta with a series of full-page advertisements that have alternately featured its seafood, meat, produce, poultry, bakery-deli, dairy and floral departments.

"I think they are doing more advertising now and doing it in a way to get a quality image associated with Bruno's," said Fred Allvine, a professor at Georgia Tech School of Management in Atlanta.

One area broker, who asked not to be identified, believes the company's new marketing strategy is a result of changes in management.

Recently, Paul Garrison, formerly senior executive vice president, was named president and chief operating officer. He assumed the title of president from Ronald Bruno, who will continue as chairman and chief executive officer.

In April, the company converted nine stores it had operated under the FoodMax banner in Atlanta to Bruno's format as a way to simplify marketing efforts and lower operating costs, the company said at the time.

The broker said he sees the consolidation as a good move for Bruno's, which vies for customers with such competitors as Publix, Kroger, Winn-Dixie, A&P, Ingles and numerous others. "I think the moves they have made have been spectacular, and they have increased their perishables departments," said the broker.

"The ads are really doing something to make you sit up and take notice."

In one ad showing an array of items including milk in a bottle, eggs, biscuits and whole grains, Bruno's tells its readers, "We stand behind what we sell 200%."

It goes on to say, "At Bruno's when you purchase any produce, meat, fish, poultry, bakery-deli or dairy item, it's guaranteed. Guaranteed not just to live up to our specifications, but to yours."

Bruno's offers a double-your-money-back guarantee.

In a focus on its fresh seafood department, one ad tells consumers, "One trip to our fresh seafood market and you're hooked."

The ad features photos of cooked fish items attractively displayed and, under a photo of two shrimp, a caption informs shoppers that their fish can be steamed while they shop.

"You can get your fresh fish fileted on the spot. We'll steam the shellfish for you while you shop. The fresh catches of the day are clearly marked," the text says.

"And all this at prices that are second to none. At Bruno's we're constantly looking for new ways to bring you better things without adding to your food bill."

In early May, one ad promoting Mother's Day gifts showed a photograph of a mother holding her baby, using the headline, "She gave you the gift of life, now give her a day to remember."

It went on to promote the chain's floral department, chocolates and gift certificates.

In an emotional pitch to readers, the ad read, "Why Bruno's considers this day as one of the most important is simple. You see, Bruno's isn't just the name of a market. It's the name of a family. And as such mothers are really special to us."

A Bruno's official was not available for comment.