SHAW'S RUNS SUPER BOWL SPECIALS TO GAIN SALES

MARYELLEN LO BOSCO

EAST BRIDGEWATER, Mass. -- Shaw's Supermarkets here celebrated Super Bowl Sunday with pre-game savings in the grocery department.

Supermarket circulars during the last week of January carried a full-page insert, with "Spectacular Super Bowl Kick-Off Specials from Nabisco" touted on one side, and "Shaw's Super Bowl Savings" trumpeted on the other.

Nabisco products included snack crackers (Air Crisps, Wheat Thins, etc.) on a buy-one-get-one-free offer; Ritz Crackers at two for $5; Cheez Mania at 99 cents per can; and Planters Peanuts (16 ounces in six varieties) at two for $5.

Super Bowl "thirst quenchers" on sale included Pepsi and Coca-Cola soda brands, Shaw's cola, IBC Root Beer, Schweppes Ginger Ale and Shaw's Sports Quencher. For example, 2-liter Pepsi was 89 cents, while Shaw's brand was 59 cents. Six-packs of Coke were selling at two for $5.

Also on sale were Poland Spring and Aquafina water, Shaw's brand grape juice and Lincoln apple juice, Capri Sun juice drinks (two 10-packs for $4), and Northland Cranberry juice (two 64-ounce jugs for $5).

Paper products in the Super Bowl lineup were Dixie Value Pack cups and plates ($2.99); Mardi Gras paper napkins; Solo Party cups and plates; and Shaw's brand plates, combo party-pack cutlery, and cups, plates and bowls.

SN visited a Shaw's unit in Fairfield, Conn., in which endcaps had been set up to display many of the featured items.