QUILLIN'S LEPRECHAUNS TO WED FOR ST. PATTY'S

ROSEANNE HARPER

LA CROSSE, Wis. -- Quillin's is making the most of theme merchandising this St. Patrick's Day with a new focus on its longtime mascot, a leprechaun named Quinn.

They're marrying Quinn to another leprechaun, Molly, and have already put the engaged couple to work selling their signature Blarney bars and newly introduced cheesecake-on-a-stick.

"We're making a big thing of the wedding and reception, which will take place on St. Patrick's Day," said Nancy Rand, deli coordinator for the seven-unit independent. "And we expect the two of them to sell a lot of Blarney bars and shamrock cookies that day."

The signature Blarney bars are doubledecker brownies with caramel filling and topping. Pecan pieces, a drizzle of chocolate icing and a sugar shamrock top them off. They're $1.99 each.

"Blarney pieces" (small squares of Blarney bar) will be a featured free refreshment at a March 17 reception for the newly wed leprechauns. Other fare will include corned beef sandwiches on miniature, green buns.

"We know that themes sell product," Rand said. "That's the reason we're reviving Quinn. This is something we can keep going year-round. We'll schedule store visits, especially when we're introducing something new in any department."

Quillin's has a year-long commitment from two of its employees who volunteered to dress leprechaun-like and play Quinn and Molly for store events.

"This will be a first. Quinn had made some appearances in the past, but we used to use a huge leprechaun head, one of those rigid costumes that are so hot and cumbersome. So Quinn's appearances became less and less frequent," Rand said. It was almost impossible for the person wearing the old outfit to talk to anyone, she said.

"This will be different. Customers can relate to them. They'll answer questions, talk about new products, offer recipes."

Quinn and Molly will be married at a Quillin's unit that's located in a shopping mall to draw maximum attention.

Quillin's began to whip up enthusiasm about the St. Patrick's Day events the day after Valentine's Day. Its ad that week featured an illustration of Quinn at the top of a page in one corner and of Molly in the other. As St. Patrick's Day gets nearer, the two illustrations are moved closer together.