NASH FINCH, FKQ PLAN MAJOR MARKETING BLITZ

MICHAEL HARRISON

MINNEAPOLIS -- Nash Finch here is planning to launch an aggressive marketing campaign aimed at boosting its corporate retail business, company officials said.

The company has teamed with FKQ Marketing of Clearwater, Fla., to come up with a plan for weekly print advertising, new store promotions and strategic positioning. Nash Finch, a major wholesaler, operates 97 stores in 13 Midwest and Southeast states under the Econofoods, Sun Mart, Food Folks and Easter's banners.

The company recorded $4.3 billion in sales last year.

"We're looking at our retail operations as our growth vehicle, and to do that we need to get more consistent" with how the company presents its products, Art Keeney, vice president, corporate retail stores for Nash Finch, told SN.

Keeney said it's too early to comment specifically about upcoming promotions. "We're in the assessment stage right now," he said, adding that details will be released "prior to the end of 1998."

The marketing firm was selected, according to Keeney, "because they specialize in retail marketing and know the code of conduct for guerrilla warfare." And, added Keeney, who said he worked with FKQ when he was in charge of promotions for Super Kmart Centers in his previous position, "they have a good grocery background."

George Ferris, a spokesman for FKQ, said the firm is working with Nash Finch personnel to gather data that will be used to come up with the final plan. "There's a lot of different players forming an organization from within. We're talking about the various branding elements and opportunities.