TEAM PROMOTES DOG WALK FOR CANCER

RICHARD TURCSIK

MONTVALE, N.J. -- A&P here teamed with the manufacturers of Resolve Carpet Cleaner and Pedigree Mealtime dog food to promote Dogs Walk Against Cancer '97 -- an annual walkathon for dogs and their masters that raises funds for the American Cancer Society.

Resolve and Pedigree were among the sponsors of the event, which was held May 4 in New York's Riverside Park.

In a recent circular for A&P's Central Islip, N.Y.-based Waldbaum's division, Pedigree ran a strip ad at the bottom of one page. In addition to explaining the Dogs Walk, a mail-in coupon was provided to make a donation to the American Cancer Society.

For a donation of $50 or more, consumers would receive a coupon in the mail good for one 22-pound bag of Pedigree Mealtime dog food (a maximum value of $14.99).

Officials at A&P declined to comment about Dogs Walk '97, and officials at Kal-Kan Foods, the Vernon, Calif.-based manufacturer of the Pedigree dog-food line, could not be reached for comment.

Reckitt & Colman, the Montvale, N.J.-based manufacturer of Resolve Carpet Cleaner, did a promotion with 138 A&P-banner stores in the New York metropolitan area, including Westchester County and New Jersey, in which it displayed shelf-talkers under Resolve.