D'AGOSTINO IS CARVING OUT GOURMET, FRESH LOCAL IMAGE

JACK ROBERTIELLO

NEW YORK -- D'Agostino Supermarkets here has launched a high-visibility advertising campaign touting its fresh foods and gourmet credentials.

The ads also seek to tie the local chain closely with New York City, where 24 of its 26 stores are located. (The others are in nearby Westchester County, N.Y.)

The campaign has included a series of full-page promotional ads in the Sunday New York Times, a full-page color ad in New York magazine, a two-page ad including recipes by well-known chefs in the November issue of Bon Apetit, and a cross-promotional reprint of a portion of the Bon Apetit ad in the Sunday New York Times. The ads have used Thanksgiving, holiday parties, mushrooms and the New York Yankees as promotional focal points.

In the Bon Apetit ad, D'Agostino's lists recipes from two nationally-known chefs for sage-butter basted roast turkey, apple stuffing and an apple dessert.

"We've got bushels of Granny Smith and McIntosh apples and are happy to announce for the first time the addition of Fresh Midwestern Free Range Turkeys," the ad read.

In another, the chain promoted itself as an authentic part of New York. "Now more than ever ... D'Agostino delivers what New York wants the way New York wants it," read the ad, which also refers to the chain as "city-born, city-bred, made-to-order for demanding New Yorkers by three generations of D'Agostinos."

"Have fun. Eat well. Watch those Yanks win it!," enthused another ad, which also suggested, "Get thee to D'Ags and pick up a Champion Deli Platter -- for a crowd or just the two of you. Or grab something very special and ready-to-go from D'Ag Express -- really creative new sandwiches, freshly roasted chicken, authentic sushi and more!"

The latest ad read, "Out of the dark and into the holiday limelight, D'Ag Mushrooms."

At least two of the ads also promoted "D'ags Coffee Works," a recently opened stand-alone coffee shop located next to an existing D'Agostino's.

The campaign also touts newly redesigned stores, although the two SN visited recently appeared to be unchanged. D'Agostino's has also added a new associate uniform look, as staffers now sport long-sleeve rugby shirts with "D'AG NYC" running across the back of the shirts.