'IMAGE' IS EVERYTHING FOR KROGER CHICKENS

ATLANTA -- The Kroger Co., Cincinnati, is spotlighting its rotisserie chicken in full-page, "image" newspaper advertisements in this marketing region.

ast month, according to a local source.

Instead of listing prices, the ads focus on the attractiveness of one specific product.

The chicken ad, in full color, shows a slightly abstract view of four chickens, flames swirling around them.

Underneath the chicken photos, the ad reads: "Lots of places serve take-out rotisserie chickens. But only Kroger serves them four mouth-watering ways: barbecue-roasted, subtly flavored lemon/pepper, roasted and savory herb-roasted. No wonder Kroger's fresh-hot roasted chickens have become such a popular way to make dinnertime fast and easy.

"Fact is, Kroger has served over one million roasted chickens to people all over Georgia...and a million hungry people can't be wrong."

One consultant who works extensively with supermarkets said that "image" ads are a smart way to strengthen dollar sales and, ultimately, gross profits, and are a marked improvement over age-old price games.

"These ads create a reason -- other than price or driving by -- to go to the store. The Kroger ad is playing off a phenomenon that Boston Market created," said Stephan Kouzomis, president, Entrepreneurial Consulting Services, Louisville.

"It's an attractive way to remind people that they, too, have rotisserie chicken. It creates a visual value. That's the way it should be done, instead of just advertising a chicken for whatever price," he pointed out.

Kroger officials did not return phone calls regarding the chicken image ad. A deli associate at a Kroger store in Alpharetta, Ga., just north of Atlanta, told SN that the chickens' everyday price is $5.49 each.

They weigh between 2.5 and 3 pounds cooked, he said.

Kroger always has four varieties available, the associate said. He noted, however, that sometimes lemon-pepper -- the best-selling variety -- isn't available because the previous batch has sold out and the new one isn't ready yet.