DOMINICK'S RUNNING ADS ON HOW TO BUY SEAFOOD

NANCY BRUMBACH

NORTHLAKE, Ill. -- Dominick's Finer Foods used full-page ads in Chicago's Sunday newspapers last month in a bid to boost consumer confidence about buying seafood.

The ads featured a color drawing of a rainbow trout under the headline "How to select fresh seafood without feeling like a fish out of water."

Copy pointed out clear eyes, scales that don't rub off, bright gills and firm flesh as guides to selecting fresh fish. "The most obvious is right under your nose. If it smells like fish -- it's not fresh," the copy added.

The chain also introduced a double-your-money-back guarantee on seafood in the ad.

The ads were not created in response to recent network news magazine programs critical of the way seafood is handled, said Cheryl Robertson, manager of consumer affairs and spokeswoman for the chain. "We have not heard from any customer regarding the programs. No one has contacted this office and I've had no feedback from the stores."

Within the past few weeks, both ABC's "PrimeTime Live" and CBS's "48 Hours" aired segments on food safety which warned consumers of the hazards of eating poorly handled seafood. And while it had not been aired on the hour long broadcast, some of Dominick's executives had been interviewed by PrimeTime Live reporters for its show.

"Traditionally we advertise seafood during Lent," she said. "We realize that, although seafood is growing in popularity, there are still customers who are unfamiliar with how to purchase it," and the ads try to address that issue as well as emphasize the freshness of Dominick's seafood.

The chain has always had a money-back guarantee on perishables and private-label products.

"The double-your-money-back guarantee on seafood is new and coincides with Lent," said Robertson.