SAFEWAY, LUCKY UNITS HOLD STRAWBERRY, REDI-WIP EVENT

ERIC THORSEN

RICHMOND, Va. -- A timely summertime cross promotion between strawberries and whipped cream hit selected stores operated by Safeway, Pleasanton, Calif., and Lucky Stores, a subsidiary of American Stores Co., Salt Lake City.

Affinity Marketing, based here, developed the month-long program that tied together fresh strawberries and whipped-cream products. According to officials of the firm, more than one million coupons were distributed during the promotion.

During the month of May, consumers who purchased strawberries supplied by Well-Pict Inc., Watsonville, Calif., also received an on-pack coupon instantly redeemable for 25 cents off Redi-wip whipped-cream products. The coupon was redeemable through Aug. 31.

The combination coupon/labels were located on the tops of each of the clear, 16-ounce plastic containers the strawberries were packaged in.

Consumers were able to detach the coupon by peeling back a specially designed two-ply label. The top portion of the label was the visible coupon, while the bottom half, which remained affixed to the box after peeling, revealed a recipe for New York strawberry cheesecake.