BIG Y CELEBRATES WITH FREE COOKBOOK

JOEL ELSON

SPRINGFIELD, Mass. -- Big Y Foods here kicked off its 60th anniversary by offering all customers free holiday cookbooks containing cents-off nonfood and grocery coupons -- as well as New England recipes.

The 37-store chain, in partnership with Yankee Magazine, is giving away copies of the holiday cookbook from now until Nov. 3. A special coupon pullout in the cookbook offers savings that range from 50 cents to $1 off health and beauty care, general merchandise and other products.

The 225 clipless coupons are electronically redeemable with a Big Y Express Savings Club card only.

The cookbook, which outlines how to prepare authentic New England boiled dinners, seafood chowder, lobster and clambakes, traces six decades of New England history. Big Y was formed in 1936 by two brothers, Paul and Gerald D'Amour. "The cookbook provides a nostalgic glimpse at the way things were then," said Claire D'Amour, vice president of corporate affairs.

"A lot has changed in the last 60 years at Big Y, and in the communities we serve. We thought that teaming up with Yankee Magazine and offering customers this entertaining and useful holiday cookbook was a special way to observe our 60th anniversary."

Although this is the chain's first venture with Yankee Magazine, D' Amour said Biy Y has distributed other publications on topics like education and health, all with coupons and for free.

Big Y has set up shippers of the books in different locations but mostly at the front end of stores.

According to D'Amour, the holiday cookbook "is a way to tell our story and history, and is a vehicle to promote food and nonclip coupons." She said Big Y received "some assistance from manufacturers to help offset the cost of the piece."