DOMINICK'S PUTTING FROZENS IN THE BAG WITH DIRECT MAIL

JULIE C. BOEHNING

NORTHLAKE, Ill. -- Shoppers were encouraged to pack their shopping bags with frozen foods during a new week-long campaign at Dominick's Finer Foods here.

Earlier this month, consumers were given 20% off the total price of all the frozens they could put into a specially designed bag.

"Receive 20% Off All Frozen Food Items You Can Fit in This Bag," a wrap-around in a direct-mail ad read.

On the back of the ad were several frozen food product shots, including Tony's, Tombstone and Jack's Pizza; Gortons Fish Fillets; Glenmark Great Grillsby; and Dominick's label ice cream bars, corn on the cob and green beans.

"Look For These and Other Fine Brands in the Frozen Food Department," the ad stated.

A 20% off coupon, which was also included in the ad, was required to receive the discount. Customers were limited to one coupon and one bag per purchase.

"This is the first time we've run a promotion like this," said Linda Pohlman, manager of customer relations.

Customers who didn't receive the Dominick's ad through the mail could get the coupons at individual stores, Pohlman said.

The bags were available at all Dominick's units, according to Pohlman. They were stored on racks so customers could help themselves. In a few Dominick's locations, both the bags and coupons were handed out directly to customers, said Pohlman.

Each store featured signs in the frozen food departments to draw customer attention.

The majority of the frozens department, including products from popular manufacturers -- such as Stouffer's, Tropicana, Healthy Choice, Jack's Pizza, Haagen-Dazs, Morningstar Farms and Green Giant -- was involved in the campaign, Pohlman told SN. The only items excluded were Dominick's and Heinemann's frozen baked goods and Fannie May candy.

"Almost all frozen foods in the department were included," she said.

Pohlman was unsure if Dominick's would run the promotion again.