HUSKY FEVER RAGES THROUGH PACIFIC NORTHWEST STORES

RICHARD TURCSIK

SEATTLE -- A serious case of Husky Fever is raging through supermarkets in the Pacific Northwest as operators and their vendors team up to raise funds for the University of Washington scholarship endowment.

In an annual event that kicks off this month and runs through November, Albertson's, Fred Meyer, Haggen, Quality Food Centers and member stores of Associated Grocers here will participate in the promotion, which centers around Washington Huskies' home football games.

"The vendors that participate see some incremental turns, which equates to additional sales for us," Hans Herrmann, manager of advertising and marketing at Albertson's Western Washington division in Bellevue, Wash., told SN.

The cornerstone of Husky Fever is the "Husky Fever Game Day" magazine/program, which is the University's official football and basketball program this year. On Thursday, prior to each home game, about 70,000 programs will be distributed through 280 supermarkets run by the five Seattle chains.

For their sponsorship, each supermarket operator is assigned an "exclusive" home game and receives a four-page insert to advertise in the Husky Fever magazine/program. The retailer-exclusive copies are only distributed at that chain and at the stadium; the other retailers distribute the magazine minus the four pages of advertising. Vendors are also invited to the retailer's hospitality suite tent.

Participating manufacturer sponsors include Pepsi, Kraft, Henry Weinhard's beer and root beer, Ralston-Purina and Tree Top. Manufacturer ads appear in the magazine.

"When a manufacturer, like a Kraft, Pepsi or Ralston-Purina, buys a sponsorship package, they not only get tickets to a hospitality suite, but in a city like Seattle where the Huskies are followed religiously, they buy the right to use the Husky Fever logo on their products," Steve Mammola, publisher of Husky Fever, told SN.

In addition, Husky Fever has created point-of-purchase stack cards and shelf strips for the stores to place near the participating sponsors, along with radio and TV buys.

"We typically run shelf talkers identifying the Husky Fever items," Herrmann said. "When it is Albertson's game day we will have our special four-page insert in the Husky magazine. During our week, our ad will identify us as being a Husky Fever supporter and mug those items that are Husky Fever items."

John Nadeau, regional sales & merchandising supervisor at Portland, Ore.-based Fred Meyer, said the chain will do a display program with the participating sponsors.

"We definitely reward those manufacturers who participate in the program," he said.

Nadeau said the program has received much support from the community.

"We participate not only to enhance our sales, but to support what is going on locally in the community. We decorate the stores, and we have our own little contest for the managers. We have a little bit of fun, and it creates some sales," he said.

Bellingham, Wash.-based Haggen chose to participate for the first time this year to strengthen its ties to the community.

"I don't think that people are going to switch stores or go out of their way to come to us because we are doing the Husky Fever program. But it will let people know we are a Washington-owned company, and we are tying into to something that is important to a great percentage of the population," said Scott Smith, director of advertising.

Haggen plans to recognize the official vendors in its ads either by coupons, or placing a Husky Fever icon next to their item in the ad. Husky Fever schedules will also be printed on grocery bags, Smith said.