EDWARDS GETS A LEG UP WITH THANKSGIVING DINNER OFFER

RICHARD TURCSIK

WINDSOR LOCKS, Conn. -- Edwards Super Food Stores is getting a jump on the Thanksgiving holiday with a promotion that offers shoppers a free Thanksgiving dinner, including several Center Store grocery items.

To receive a free Thanksgiving turkey dinner, shoppers have to spend $40 in a single purchase for 10 of 12 weeks, and have a card validated in-store by having it franked in the cash register by the cashier.

Along with a turkey, the promotion awards shoppers a free 14-ounce box of Quality Hearth stuffing mix, a 29-ounce can of Bruce's cut yams, a 16-ounce can of Finast private label cranberry sauce and a 15.25-ounce can of Finast whole kernel corn, along with a five-pound bag of round white potatoes.

Officials at Edwards declined to comment, but local observers told SN that Edwards has used the promotion before in its New England stores.

One northern New Jersey industry observer was impressed that Edwards launched the promotion so early in the season.

"It was the first chain in New York to give consumers the chance to get their free Thanksgiving turkey dinner," said the observer.

The offer is being heavily promoted by the chain. Tony Schiano, Edwards' president and chief executive officer, is appearing in television and radio commercials touting the promotion.

At one northern New Jersey Edwards store SN visited last month, the event was merchandised with a large, four-color window sign. On display just inside the entrance was a place setting featuring china, cloth napkins, candles, the canned goods and a turkey bag stuffed with Styrofoam.