'SALE OF THE CENTURY' PROMOTIONS AT PATHMARK AND KEY FOOD

BARBARA MURRAY

CARTERET, N.J. -- The Pathmark chain here ran a two-week promotion with a 12-page circular announcing its "Sale of the Century." Although many dry grocery items were on special, Rich Savner, a spokesman for Pathmark, said there was no stock-up-for-Y2K intent.

"I would term it as a merchandising/sales opportunity to celebrate the new millennium. When I hear 'Y2K,' I associate that with panic and hoarding, and that's not what we are doing here. We also promoted the sale of platters and New Year's Eve items, trying to capitalize on the celebration," he told SN. "Party 2000" signs helped merchandise the store.

Pathmark's Sale of the Century circular featured a "Can-Tastic!!" sale, with Coke, two 12-packs for $4.99; Chock Full o' Nuts coffee, a two-pound, seven-ounce can at $3.99; Campbell's Chunky Soups, 99 cents each; Redpack whole tomatoes, five large cans $2.99; Juicy Juice, four one-quart, 14-ounce cans for $5, and more, promoted on the front page.

Key Food, Brooklyn, N.Y., a private cooperative wholesaler founded in 1937, also celebrated the Millennium with a "Sale of the Century" featuring many Center Store products. Key Food's brand of seltzer water was on special at five for $2, and many frozen foods were 30% to 40% off. The sale began in October and runs untill the end of the year, according to shelf-talkers.