ACME MARKETS PLUGS FROZEN FOODS

BOB BAUER

MALVERN, Pa. -- Acme Markets here is touting its frozen foods through a page that often appears as part of an in-store advertising supplement.

"The Evolution of Frozen Food," the theme of the insert, is written across the top of the page. "Look how far we've come" is the subhead, written just above the drawing of a caveman.

"Acme's part of a whole new 'Ice Age!' " the copy reads. "We're able to bring to you the highest quality & greatest variety of frozen food . . . at a price that's just right for you. Make sure you don't get stuck in the stone age . . . stock up now for a freezer full of savings! Check it Out! Ugh!"

Though Acme officials declined to comment, a local observer said the page is part of a coupon flier Acme puts in its stores weekly.

"They put most of the coupons that appear in the main circular on these sheets," he said. "They'll also put things like special offers or promotions they're running. The frozen food piece runs on a pretty regular basis. I think it's just used as a filler, but it appears enough and it's catchy enough that I'm sure it helps raise the awareness of frozen foods."

Another observer said the piece is an example of Acme's commitment to advertising.

"They do a terrific job of promoting their stores. You can't read a Sunday or Wednesday paper without seeing several Acme ads and they run stuff during the week sometimes, too," he said. "In-store, they'll always have things like this -- anything they can do to spur impulse sales."