ALBERTSON'S SETS OFF CHINESE NEW YEAR EVENT IN CALIFORNIA

AMITY K. MOORE

BOISE, Idaho -- Southern Californians were invited to ring in the Chinese New Year with Albertson's here.

The cover of Albertson's Shopper's Guide featured a large, colorful Chinese zodiac, a sweepstakes offer and a promotion that read "Celebrate Chinese New Year With Yu Sing Entrees."

In addition to the cover, the chain dedicated three half-page ads inside the guide to Chinese New Year specials.

Frozens, however, was the real attention grabber. In addition to highlighting the savings on Yu Sing entrees, that page of the guide included an entry blank for a drawing through which customers could win a $700 travel gift certificate for a trip for two to San Francisco or be one of five customers to win a $100 Albertson's shopping spree.

The contest, which ended March 1, was sponsored by Albertson's; Bromar, an Orange, Calif.-based broker, and Luigino's, a Duluth, Minn., manufacturer of Yu Sing and Michelina's entrees. Contest entries were sent to Bromar.

Products advertised on the front cover included Yu Sing or Michelina's entrees at four for $5, Yu-Sing and Michelina's double-serving entrees for $1.89, and Yu Sing egg rolls or Michelina's pizza and extra-value entrees at 89 cents each.

One of the three half-page ads inside the circular was dedicated to specialty items such as sauces, vinegars, seasonings and soup mixes. Prices ranged from 85 cents for Noh seasoning mixes to $2.89 for Kikkoman soup mix. Chun King and La Choy were featured on another page. Sale items included a 10-ounce bottle of La Choy soy sauce for $1.29 and a 16-ounce bottle of Chun King soy sauce for $1.59. A 5-ounce can of La Choy chow mein noodles was priced at 99 cents; a larger can, 8.5 ounces, of Chun King chow mein noodles sold for $1.69. Chun King beef chow mein and La Choy's meals, both 42-ounce cans, each sold for $3.19.

The other Chinese New Year ad highlighted produce items such as stir-fry mix, sno-peas, sugar snaps, ginger root, bean sprouts, Nappa cabbage and accompaniments such as Melissa's egg roll or wonton wrappers.

Albertson's executives could not be reached for comment.