WINN-DIXIE DIVISION TIES TURKEY SALES TO PHARMACY

MICHAEL SLEZAK

ATLANTA -- The Winn-Dixie division here is hoping its customers will "gobble" up its latest pharmacy promotion.

On Nov. 3, the food chain ran a full-page advertisement in the front section of The Atlanta Constitution/The Atlanta Journal announcing a giveaway of a 10- to 12-pound Winn-Dixie Redi-Basted turkey with any two or more new or transferred prescriptions.

Winn-Dixie officials declined to officially comment on the promotion, but a source at one of the division's 23 pharmacies said the chain has been holding the promotion annually "for about five years." An average of 50 or 60 people per store, per year capitalize on the promotion, said the source.

"It's worked really well in the past," she noted, adding that the promotion makes use of the food store synergy unique to pharmacies in supermarkets, an advantage many drug chain and independent pharmacies do not have. Also, the fact that the offer is good for new or transferred prescriptions usually attracts 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," she added.

The ad explained that customers could "fill any two prescriptions between Nov. 3 and Nov. 16 and receive a certificate" for one free Winn-Dixie turkey. The certificate had to be redeemed the week of Nov. 17 to Nov. 23.

Another Winn-Dixie source said the promotion is a good idea because customers must make a minimum of two trips to Winn-Dixie to receive their free turkey. The source said that signage heralding the promotion was posted in front of the pharmacy and also at the store entrance.

Both the newspaper ad and the in-store signage depicted a map of the metro-Atlanta area with red stars indicating the locations of Winn-Dixie's pharmacies.

"Need a great, convenient drug store?" the ad read. "We've got you covered."

Pharmacy locations, telephone numbers and the name of the pharmacist at each Winn-Dixie Atlanta location were listed in the ad, along with a cut-out coupon depicting a pharmacist's symbol and a Winn-Dixie turkey.

"Winn-Dixie Marketplace," the ad continued. "Lower pharmacy prices nobody can beat . . . NOBODY!"

"We will not knowingly be undersold on any prescription," the ad read. The division also plugged its other pharmacy attributes, as follows:

"Friendly and helpful pharmacists."

"State licensed and registered."

"Convenience: have your prescription filled while you shop."

"We accept PCS, PAID, BC-BS, MEDIMET and MEDICAID Ga. State Merit and more. Ask you pharmacist about your insurance plan."

"Computerized prescription records."

"We carry a full line of FDA-approved quality generic drugs."

"Open six days a week, 9 a.m. to 7 p.m. for your convenience."

"Prescriptions are easily transferable . . . just bring your refillable prescription and we'll contact your physician and take care of all the details."