JEWEL HIGHLIGHTS SEASONAL EVENTS

ROSEANNE HARPER

MELROSE PARK, Ill. -- Jewel Food Stores here has been heavily promoting its fresh food departments through tie-ins with seasonal events.

In a recent ad, it got its bakery, deli and floral departments together for graduation.

The full-page color ad in the chain's circular featured an unfurled diploma that says "Class of '94." Sitting at an angle on a corner of the diploma is a decorated sheet cake with "Congratulations" written on it.

Directly above the cake and diploma is a large hero sandwich and below the cake is a bouquet of roses. Square photo in-sets show party trays with cubed cheese and sandwich meats, and one with an assortment of cookies.

A line of type across the top of the page reads, "Graduate with ease and the season's best convenience and variety from Jewel!"

Under the cookie tray, a line of type says "Fancy butter cookie tray. Save $2 with in-store coupon." On the other side of the page, under the deli trays, a blurb says, "1/4 or 1/2 sheet decorated cake or Chef's Kitchen party tray. Save $2 with in-store coupon."

Next to the bouquet of roses, which reaches into the picture of the cake, the copy reads, "Premium dozen rose bouquet, $9.99."

The ad also shows a photo of its party brochure, which is headlined, "Come celebrate with us."

These items occupy the top two-thirds of the page.

In another promotional, Jewel celebrated strawberry season with a full-page color ad tying strawberries by the half-case in with baked goods that feature fresh strawberries.

On the back page of a newspaper-insert circular, the ad is headlined "Strawberry Season."

Underneath the headline, a photo shows plump strawberries overflowing a bright yellow cardboard box and piled high in a blue and white, country-look colander. In the top corner, the ad reads, "1/2 case strawberries $2.99."

And directly below that, occupying half the page, is a photo of cakes, pies, and miniature shortcakes. It's headlined, "Strawberry Sensations."

Along the bottom edge of the picture, these items are featured: 24-ounce, fresh baked strawberry rhubarb pie, $2.99; 4-ounce package of six shortcake shells, $1.29; 27-ounce strawberry supreme cake, $3.99; 40-ounce fresh strawberry-filled, whipped cream cake, $7.99; 16-ounce plain or "sugar-free" pound cake, $1.99; and 13-ounce plain, orange or strawberry angel food cake, $1.79.

Grocery, too, gets in on the cross-merchandising. An inset in the photo of loose strawberries shows a bottle of Asti Gancia beside a vase of peonies and a champagne glass. In small type, this offer is made: 50 cents off any size strawberries with purchase of 750-milliliters Asti Gancia, $7.99 with in-store coupon.

Officials at Jewel Food Stores could not be reached for comment on the ads or on cross-merchandising departments for special occasions.