IGA WILL 'EXPLORE' PROMOTING NATIONAL BRANDS DURING LULL

AMITY K. MOORE

CHICAGO -- The Independent Grocers Alliance here is launching its first "Explore the Store" promotion to drive sales during the typical pre-summer lull.

"We're using this promotion to bridge the gap between Easter and Memorial Day," said Kim Barden, director of communications and advertising at IGA.

The four-week long program will run from April 20 to May 17. Thirty-three national manufacturers are working with IGA to make the promotion possible.

Center Store packaged goods vendors such as Kraft, Campbell, Nestle, Miller Brewing Co., Nabisco, Gerber, Lipton, M&M/Mars, ConAgra frozen, McCormick and Kellogg Co. will be participating.

Some IGA private-label items will be included, but the main goal of the promotion is to push nationally branded products, Barden said.

"It's really designed to focus on national brands and also to bring attention to the depth of items that are available at an IGA store," he added.

Brands will be promoted on a week-by-week basis through temporary price reductions, in-store signs and 30-second ad spots on cable's Turner Network Television station.

In-store advertising materials include banners, ceiling danglers, point-of-purchase cards, shelf talkers and bag stuffers at the front end.

About 2,400 independent stores are expected to take part in the promotion, Barden said.