MEIJER ADVERTISEMENT STRESSES FRESHNESS

EILEEN COURTER

GRAND RAPIDS, Mich. (FNS) -- Meijer here has just rolled out the second in a series of television spots touting the freshness of the chain's deli and produce items. The latest spot shows a Meijer semi-trailer rolling along a highway through rural countryside. The voice-over announcer points out there are two drivers in the cab, and explains that while most other stores rely on one driver who may need to pull over and rest in, say, the middle of Wyoming, the two Meijer drivers spell each other. That means, the ad stresses, the rig keeps rolling and perishables arrive at the store more quickly. Another recent ad flight highlights the absence of preservatives in Meijer deli salads. In that spot a man in a white lab coat shakes a beaker full of frothing blue liquid as he rattles off the tongue-twisting names of some chemicals and preservatives. Nope, he assures viewers, you won't find any of that stuff in the Meijer deli salads. No -- he shudders at the thought -- frozen foods laced with preservatives in the Meijer deli salads. The spot is backed up in-store with ceiling danglers proclaiming "Preservative Free Salads." There are also handouts positioning the salads as a 'healthy' 'just-like homemade' alternative 'with a good clean taste.' According to the handout, specific items available in the preservative-free classification are calico bean salad, tuna salad, chicken salad, cole slaw, potato salad, pasta and seafood, tapioca pudding, rice pudding, Black Forest and strawberry cheesecake. Meijer officials declined to comment.