ALBERTSON'S PRIVATE-LABEL PRODUCTS ARE SPOTLIGHTED

MARYELLEN LO

BOSCO TULSA, Okla. -- Albertson's stores here devoted endcap displays and circular space to private-label products during a weeklong promotion.

Although the retailer has run other private-label programs, last month's campaign was one of its largest, a store-level source told SN.

Janet Lee, Good Day and Albertson's brands were on sale throughout the Center Store, including several front endcaps. Officials from Albertson's headquarters in Boise, Idaho, and Albertson's Midwest division here could not be reached for comment on the campaign, which ran last month.

Five varieties of Janet Lee cereal -- raisin bran, Honey Nut Toasted O's, Frosted Fruity, Magic Twinkles and Bite-Size shredded wheat -- were included in a buy-one, get-one-free offer, SN found during in-store visits to two stores here. The 14- to 20-ounce packages were featured on an endcap.

Some of the endcaps showcased products from several different categories to create solution shopping displays. For example, one endcap featured 6-ounce cans of Albertson's tuna at two for $1, Albertson's sandwich bags at 99 cents and Country Farm Bread at $1.29. Another display offered Albertson's diced, whole or stewed tomatoes, 14.5-ounce cans, at three for $1; 24-ounce boxes of Albertson's thin spaghetti for 89 cents; and 15-ounce cans of Albertson's canned pears or peaches, 89 cents.

Some promoted items were tagged as "Bonus Buys" or "Compare and Save" items. Customers did not need to use the Albertson's frequent-shopper card to get the bonus buys.

Each endcap had an 18- by 18-inch sign to advertise the featured items. Smaller 6- by 12-inch signs indicated Compare and Save buys. "Albertson's Brand. We're Going to Win You Over" was printed on a large sign at the top of each endcap display.

In the frozen-food department, half-gallons of Good Day ice cream were on sale for 99 cents, while 16-ounce packages of Albertson's frozen vegetables, including green peas, mixed vegetables and whole kernel corn, were featured for 79 cents. Albertson's canned green beans and corn were on bonus buy, two for 89 cents for 14- or 15-ounce cans.

Also on sale were paper products, including Albertson's bathroom tissue, 12-roll packs, two for $5; and facial tissue, 175-count box, 79 cents. The items were featured on a separate endcap.

The promotion was highlighted in two full-page circular ads. "Albertson's Brands . . . Now Even Better. Not More Expensive" and "Albertson's Brand of Savings," were included in the ad copy.