FOOD EMPORIUM FEATURES ITALIAN GOURMET PRODUCTS

RICHARD TURCSIK

MONTVALE, N.J. -- The Food Emporium division of A&P here used an Italian-themed ad featuring imported gourmet products to set sales for the Columbus Day holiday.

The annual promotion is successful at building grocery sales in the upscale Food Emporium division, which operates the bulk of its stores in New York City, an A&P spokesman told SN.

"We merchandised this promotion in-store in a lot of ways. We used full endcap displays in all stores with total point-of-sale materials. We changed from just being a regular circular to using a roto, which has more color. And more importantly, we tied-in our radio advertising to include the whole Italian idea," he said.

Items advertised on radio spots included Monini extra virgin olive oil priced at $6.99 for a 25.4-ounce bottle with a Bonus Savings Club card; Colavita extra virgin olive oil, $3.79 a 17-ounce bottle; Monari Federzoni Balsamic vinegar, $2.99 per 16.9-ounce bottle; De Bole angel hair pasta at $1.29 an 8-ounce box, and Nutella chocolate hazelnut spread, $2.99 per 13-ounce jar.

Featured during the promotion was imported Modenaceti Balsamic Vinegar at $29.99 an 8.45-ounce bottle, a savings of $10 with a Bonus Savings Club card. "The grape musts are cooked, aged and blended, matured in casks of wood; such as oak, chestnut, juniper, cherry and mulberry," to make this vinegar, according to the circular.

Other highlighted gourmet items were Patsy's Marinara sauce from the famous Manhattan restaurant, $6.99 a 32-ounce jar, with the Bonus Savings Club card; Master Choice artichokes, $2.49 for a 14.8-ounce can; Perugina candy and Lazzaroni cookie gift box at $11.89 per 8.5-ounce box; Perugina Baci candy, $9.99 for a 15-piece box, and Amore garlic paste, $3.69 a 3.15-ounce tube.

"The gourmet items that we featured in the circular are generally stocked, but some of them may be extra special. The gourmet products are doing very well. Through the ads we are alerting shoppers that we have upscale products," the spokesman said.

"What is nice about this Italian promotion is that it inspires additional purchases, including general merchandise items like bowls, spaghetti forks, etc. This event really promotes the entire store and not just the grocery category. All of the specialties that go with Italian cooking get a boost in sales, including vegetables, premium meats and dairy with the various cheeses," the spokesman said, adding that similar promotions are conducted at the company's A&P and Waldbaum's banner stores in the New York area.

"We have a second Italian festival, which is generally in June," the spokesman added.