WINN-DIXIE-ATLANTA PROMOTION GIVES THANKS FOR PRESCRIPTIONS

MICHAEL SLEZAK

ATLANTA -- The Winn-Dixie Stores division here held a Thanksgiving promotion that tied in turkeys with its pharmacies.

Customers who filled two or more new or transferred prescriptions at a Winn-Dixie pharmacy received a free Winn-Dixie Redi-Basted turkey. One Winn-Dixie pharmacist said his store gave away about 40 turkeys as part of the promotion.

"The promotion went pretty smoothly," said the pharmacist. "There were definitely people who brought in a prescription just to get their turkey. People were very determined about the whole event. It was kind of funny to see their intensity about getting a free turkey."

Winn-Dixie heralded the giveaway in a full-page advertisement in the Atlanta Journal/Atlanta Constitution Nov. 3.

While Winn-Dixie officials declined to comment officially on the promotion, another source at one of the division's 23 pharmacies said the chain has been holding the promotion annually "for about five years." That source said in the past, up to 50 or 60 people per store generally capitalized on the promotion.

The source added the promotion takes advantage of Winn-Dixie pharmacies' grocery store synergy. The offer on new or transferred prescriptions often translates into new pharmacy customers, the source explained.

"Usually around this time of year, with people starting to get sick with colds, it's not too hard to find a family that needs two prescriptions filled," the source said.

The ad contained a coupon that explained customers could "fill any two prescriptions between Nov. 3 and Nov. 16 and receive a certificate" good for a Winn-Dixie turkey, weighing an average of 10 to 12 pounds. The certificate had to be redeemed the week of Nov. 17 to Nov. 23.