RANDALLS ADS GO FULL PAGE

HOUSTON -- Randalls Food Markets here has begun a new marketing strategy by decreasing the number of pages in its weekly store circular and newspaper insert and focusing on health and beauty care with separate full-page ads.

d." Throughout its entire HBC department, Randalls has experienced a slight sales increase since the ads broke, but "nothing significant," the source said.

Randalls expects to continue running its full-page HBC ads on a regular basis in the future, added the source.

One of the chain's advertisements, which ran on March 8, tied-in with "Randalls Visions: The Women's Expo," an event held March 18 and 19 here. The ad featured a variety of coupons, including $2 off on Coty Chronologix liquid makeup or creme, $1 off on both Protegra and Caltrate brand supplements, and $1.50 off the purchase of FiberCon laxatives.

A pair of advertisements in February sported the slogan "Healthy Savings Days" over a blue triangle, with a variety of special price promotions and buy-one-get-one-free offers. The ads also announced Randalls' use of "Triple manufacturer coupons up to and including 50 cents." Another full-page ad in February was devoted entirely to Valentine's Day gifts, with advertised prices promising from 32% to 50% off the price of prestige fragrances. That ad also included eight Randalls fragrance coupons valued between $1 and $5. The highest price point advertised for a fragrance in that ad was $31.92, for Poison in a 1.7-ounce spray. The lowest price point was $7.69, for Colors Men in a 1-ounce cologne spray.

Other HBC brands featured in recent Randalls ads included: L'Oreal, Massengil, Nestle Sweet Success, Advil, Aleve, Motrin IB, Aquafresh, Correctol, Alberto VO5, Secret, Sure, Tampax, Thera Flu, Bic and Buf-Puf. The ads also devoted a small amount of space to video. Coupons were also featured in one February ad, including one for a free audio book rental, a free movie rental with the rental of another movie at equal or greater value, and $1 off United Parcel Service package shipping for Valentine's Day gifts.