A&P INTRODUCES 'HISTORIC' COUPON BOOK

RICHARD TURCSIK

MONTVALE, N.J. -- A&P here is making "history" with a 144-page coupon book distributed earlier this month.

"This is the first time for this particular kind of book," Michael Rourke, senior vice president of communications and corporate affairs at A&P, told SN.

Dubbed "The Greatest Coupon Savings Book in History," the publication offers shoppers the potential to save over $200 on national name brand products, primarily Center Store grocery categories. Published in newsprint, the 4.5-inch by 8.75-inch book was distributed via direct mail.

Coupons include Hellmann's tartar sauce for 99 cents a jar; Smucker's strawberry preserves, $1.99 for an 18-ounce jar; 20 cents off any Minute Maid frozen orange juice; Mrs. T's pierogies, $3.99 for a 24-count box, and 50 cents off Ghiradelli baking chips. Coupons are valid through Oct. 12 at the retailer's A&P, Waldbaum's, Food Emporium and Super Fresh banner stores.

In addition to featuring discounts on national brands, A&P is using the publication to promote its Master Choice, America's Choice and Eight O'Clock Coffee house brands, which are featured at their everyday low prices on the back of the coupons with a "No Limit. No Coupon Specials!" banner.

Although the chain offers "clipless coupons" through its frequent shopper program, coupons in the savings book must be clipped out.

"These [coupons] are over and above our regular program, and our regular coupons that we have in our ads every week," Rourke said. "These are special deals and they are more like manufacturers' coupons."

Rourke said A&P is promoting the coupon book through window signs and other signage in its stores, as well as featuring it in its radio and television commercials.

Although it is too soon to gauge consumer reaction to the promotion, Rourke said the book is popular in the vendor community. If it's successful with consumers, it may be repeated in the future, he added.