NATIONAL CAKE DELIVERY IS BORN

ROSEANNE HARPER

ATLANTA -- A nationwide cake delivery service, sourcing special occasion cakes from supermarket bakeries, was formally launched this week. After enlisting enough supermarkets to make delivery possible in most parts of the United States, Cakes 2 U, a cake delivery service based here, has begun airing a television commercial in two markets.

The 30-second commercial, with a background of cheery, staccato piano music, shows a variety of people being happily surprised at the delivery of a cake to their door.

One segment shows a surprised young man with a cake that congratulates him on a new job. Another shows a happy-looking couple receiving a cake that says, "Happy Anniversary to Mom & Dad," and another shows a young woman in a college dorm opening a box that contains a heart-shaped cake with the inscription, "To my Amy. Love, Jim."

As the pictures are shown, a voice-over repeats an 800 number in conjunction with the image on the screen. It says, for example, "1-800-869-CAKE can surprise them in San Francisco . . . 1-800-869-CAKE can help them celebrate in Cincinnati . . . can romance them in Rhode Island."

Then, this message: "Introducing Cakes 2 U. You create the message and we hand deliver within 24 hours. A new way to send a cake anywhere in the USA. Fresh-baked."

The commercial will be aired a total of 600 times a week in two densely populated markets in North Carolina: the Winston-Salem, Greensboro, High Point area and the Raleigh-Durham, Chapel Hill area.

"These ads target people in those areas who want to send a cake to someone in any part of the United States," said Arthur Schultz, president and founder of Cakes 2 U.

Cakes for the commercial were decorated by two bakery associates at a unit of Kroger Co. in Dunwoody, Ga. Stores in three divisions -- Atlanta, Houston and Dallas -- of Cincinnati-based Kroger Co. are currently participating in the Cakes 2 U program.

Other chains participating include A&P, Montvale, N.J.; Winn-Dixie Stores, Jacksonville, Fla.; Publix Super Markets, Lakeland, Fla.; Minyard Food Stores, Coppell, Texas; Eagle Food Centers, Milan, Ill.; Harris Teeter, Charlotte, N.C.; Fiesta Mart, Houston; Kash n' Karry Food Stores, Tampa, Fla., and Ingles Markets, Black Mountain, N.C.