KROGER, JEWEL HAVE HISPANIC EVENT ON BTS CURRICULUM

CAROL ANGRISANI

GLENVIEW, Ill. -- The school year is only half over, but Kroger Co. and Jewel Food Stores have already completed a Hispanic-related promotion for the next school season, according to Sampling Corp. of America here.

Both chains plan to participate in Regalos Para Los Padres de Parte de su Escuela (gifts for parents from your school), a co-op sampling program that teams local schools with area supermarkets.

"This is a grass-roots opportunity for us and participating manufacturer brands to reach out to Hispanic customers," said Ted Mazza, advertising manager for the former Houston Kroger Marketing Area. The Houston and Dallas KMAs have since been merged into one division, the Southwest KMA. "We're able to show them we are committed to serving their families through this program."

Under the program, coupons are distributed in schools that have a large Hispanic demographic, said Jesse Reif, vice president of sales at Sampling Corp., which sponsors the program. The coupons are printed in Spanish.

During open-house night, the principal hands out a gift package that includes coupons, product samples and a bilingual pamphlet. Inside the pamphlet are more coupons, along with stories, printed in both English and Spanish, about how parents can get involved in their children's school and help with homework. The retailer's logo is featured on the cover of the pamphlet, and also inside as part of a four-color, full-page ad.

Product samples include such categories as ready-to-eat cereal, laundry detergent, household cleaners and seltzer.