SHOPRITE STORES 'SAMPLE' ADS IN NATIONAL MAGAZINE

Barbara Murray

ELIZABETH, N.J. -- An exclusive ShopRite sampling program that uses regional advertising in Family Circle magazine is held four times a year in 180 ShopRite stores in the Northeast.

Karen Meleta, spokeswoman for Wakefern Food Corp. here, the cooperative that supplies the stores, said manufacturers pay for the samples. Seven companies were listed in a full-page color ad that ran in this month's issue, alerting readers to the Dec. 2 in-store event. The program "runs like clockwork," Meleta said. "It is unique because it is advertised in a national magazine.

"Any time you get a customer to try a product, that increases the chance of their buying it. It also adds excitement and interest in the store," she added.

Coupons, brochures and samples were given out. One of the participating manufacturers this month was Snyder's of Hanover, Hanover, Pa., promoting its new Pretzel Snacks, bite-sized, square-shaped pretzels, in its first partnership with Family Circle.

"It was a merchandising opportunity that the magazine offered to us," said Laura Keykendall, marketing manager for Snyder's of Hanover. To take part, brand marketers must run at least three national color advertising pages in the magazine, published by Gruner Jahr, New York, and have distribution in ShopRite stores. Category exclusivity is assured on a first-come, first-served basis.

Only 12 stores chose not to participate, and those were the smaller stores, Meleta said. "At 180 stores, you're looking at full participation."

While it was too early at press time to evaluate the results, Keykendall said, "It was great for us. We got to work with one of our retail partners, and it works on multiple levels. We liked the fact that other manufacturers were involved in the day."

For the Dec. 2 event those were Aflexa, maker of a natural supplement for arthritis; Carapelli Olive Oil; Domino sugar; Ferrero-Rocher candy; Hershey's Cinnamon Chips; Reynolds Oven Bags; and Snyder's of Hanover.

"Sample This" is held in the spring, summer, autumn and before the December holidays. About 50 manufacturers participate each year.