WINN-DIXIE PROMOTES DAIRY IN DECEMBER

LAURA KLEPACKI

JACKSONVILLE, Fla. -- While some members of the dairy industry have been celebrating June as an unofficial National Dairy Month, Winn-Dixie Stores here has designated yet another month for the heavy promotion of dairy products.

The retailer chose December as its "dairy month" and stressed that fact in newspaper ads late last year.

For instance, to capture the attention of holiday shoppers, the chain's Miami division proclaimed, "December is Dairy Month at Winn-Dixie!" in a full-page holiday ad in the Miami Herald.

The ad copy also stressed the company's focus on low prices, and told readers, "Save big on all of your dairy products during Winn-Dixie's Dairy Month. Dairy products from Winn-Dixie make your holiday special. Stop by your dairy case for the best quality and Everyday Lower Prices."

Bob Picard, merchandiser for grocery, dairy and frozen food for the 136-store division, said the retailer was "pleased with the results" of the monthlong promotion, which included both private-label and branded items. He declined to say how much sales increased.

The division's program included price reductions, and signs and displays in-store, he said.

Winn-Dixie's 11 other divisions also participated in the companywide event to varying degrees, according to Mickey Clerc, vice president of direct advertising for the 1,164-store chain.

"We like to promote items that have seasonal appeal whatever the season is," Clerc said. For example, "in the summertime we promote products for cookouts."

December, he said, "is a time of year when many people use a lot of dairy products."

The dairy department includes

many items heavily used during holiday parties and family get-togethers such as cheeses and spreads and dips, he noted.

The lead item in the ad was a half-gallon of Borden egg nog for $2.17, certainly a seasonal favorite.

Other featured items included 8 ounces of Philadelphia cream cheese for 88 cents, 16 ounces of Superbrand sour cream for 79 cents, Swiss Miss pudding packs for 88 cents, 20 ounces of Pillsbury biscuits for 88 cents and assorted 8-ounce Superbrand block cheeses at two for $3.

Picard said due to its success, the company plans to hold the promotion again this December.