LUCKY SCORES WITH EVENT TIED TO WORLD CUP PRODUCTS

RICHARD TURCSIK

DUBLIN, Calif. -- Lucky Stores here capitalized on the soccer mania that swept the nation last month by assembling a promotion tied to the World Cup games being played in the Rose Bowl in Pasadena.

The promotion, held by Lucky's southern California division, cut across grocery and nonfood category lines, to tie in all the branded merchandise on which there were World Cup promotional offers.

Shoppers simply had to make purchases at Lucky of specified products from Coca-Cola, M&M/ Mars, Fuji Film and Eveready batteries, to earn merchandise carrying the World Cup logo, including soccer balls and hats. Shoppers with the correct proofs of purchase could send them in and receive World Cup licensed gear.

The promotion was "very successful," according to Judy Decker, a Lucky Stores spokeswoman. "There were a number of different companies that had promotional items available. One had a hat, one had a ball, etc. What we did was to combine all of those special offers into one kind of program," Decker told SN.

The promotion was merchandised via displays in the stores. In addition, Lucky advertised the promotion using half of the back page of its weekly circular.

Among the items in the circular were a Max Pak of Coca-Cola Classic or Diet Coke, featured at $4.99 for 20 cans, plus deposit. Several "Key Buy" specials were also featured. Lucky describes Key Buy specials as items with manufacturers' savings passed on to the customers. The items are merchandised with Key Buy shelf tags.

Key Buy items advertised included Dove ice cream bars, $2.69 for a four-count box; Snickers ice cream bars, $2.29, six-count box; Fuji 35mm film, $3.99 for 24 exposures; Eveready Energizer batteries, $5.29 for an eight-count package of AA or AAA, and Snickers candy bars, $2.35 for a six-count package.

Lucky Stores is a unit of American Stores Co., Salt Lake City.