FOODS FROM SPAIN PROMO SCORES AT TREASURE ISLAND

RICHARD TURCSIK

CHICAGO -- Treasure Island Foods here scored a merchandising goal when it created a "Foods From Spain!" promotion to tie in with the World Cup soccer games being played in the Windy City.

The promotion spanned two weeks last month and featured a wide range of Spanish products, including olive oil, vinegar, artichoke hearts, cheese and wine.

It was merchandised in a half-page ad that ran alongside Treasure Island's usual full-page ad in the Chicago Tribune. The ad used the subheadline, "Watch World Cup Soccer while eating delicious Spanish foods!" and the tag line, "Treasure Island -- America's most European supermarket."

In-store displays also were used to generate shopper interest, according to Robert Hanson, grocery supervisor.

"We merchandised the foods from Spain through special displays in the front end that were around eight feet in most stores, and four feet in our smaller stores," he told SN.

"We were very pleased with the results. The promotion was received well by our shoppers," Hanson said. "Unfortunately, there are not many items that come out of Spain that we can get right now," he added.

Nonetheless, Treasure Island managed to feature more than 50 imported Spanish foods. Items featured included L'Estornell extra virgin olive oil, $7.98 a 12.7-ounce bottle; Alcazaba Spanish rice, $2.69 a 16-ounce package, and Four Seasons marinated artichokes, $1.09 a 6-ounce jar.

Sixteen Spanish products from Roland specialty foods were listed, including a 13-ounce jar of artichoke bottoms, $2.09; anchovy stuffed olives, 3-ounce jar, $1.49; Kadota figs in syrup, 15-ounce jar, $1.49; roasted peppers, 12-ounce container, $1.99, and cuttlefish squid, 4-ounce jar, 99 cents.

Seven imported Spanish wines in 750-milliliter bottles were featured, including Freixenet, $5.99; red or white Rene Barbier, $3.49; Marques di Caceres Rioja (tinto), $7.49, and Montecillo Rioja (tinto or blanco), $5.99.