ACME MARKETS, JEL SERT EVENT JELLS

RICHARD TURCSIK

MALVERN, Pa. -- Acme Markets here more than doubled its sales of Wyler's and FlavorAid drink mixes, Mondo Fruit Squeezers and FlavorIce frozen treats when it ran a promotion in conjunction with Jel Sert, the brands' manufacturer.

As part of the month-long Checkout Prizes Instant Game promotion, shoppers who purchased any two Jel Sert products were instantly entered into the contest when the products were scanned at the register. The grand prize was a home computer. First prizes were CD-ROM software, second prizes were custom mouse pads and third prizes were $1 off on the next shopping order. Other prizes included cents-off coupons and coupons for free products.

Acme saw total sales increased "in the triple digits" as a result of the promotion, said Pamela Ochs, senior director of specialty promotions and advertising at Catalina Marketing, St. Petersburg, Fla., which ran the program as part of its Checkout Coupon program. Officials at Acme and West Chicago, Ill.-based Jel Sert declined to comment.

"Generally speaking, these Checkout Prizes games have very good odds compared to most of the kinds of games that are out there. That helps pick the excitement up in the store. We like to have at least one in 50 chances of winning," Ochs said.

While Acme has participated in Checkout Prizes promotions before, this was the first time Jel Sert teamed with the American Stores division. Ochs said in-store displays were a "requirement" of the promotion. The campaign was also backed with shelf-talkers and a full-page advertisement in the chain's in-store flier.

Ochs said Checkout Prizes offers retailers several advantages over traditional contests and sweepstakes.

"The retailers like this type of game because they don't have to worry about the more conventional tear pads, which are often gone by the end of the first day of the promotion. For the retailers it takes a lot of the hassle out of it, and they really like that the consumer finds out right at the checkstand what they won," she said.