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    AFS Launches Interactive Private-Label Promotion

    The program involves a series of weekly Webisodes during which coupons for free Western Family products are distributed.

    Western Family, the private-label brand featured at the 400 members of Associated Food Stores yesterday launched a new marketing campaign that uses Webisodes -- one to two-minute videos on the Internet - to help drive loyalty.

    Accessed from a new Web site, mywesternfamily.com, the Webisodes feature a quirky family appropriately named "The Westerns." Visitors are invited to watch the fun happenings in the life of this fictitious family, which will feature a Western Family item of the week in each episode for 13 weeks. When consumers see the product, they will be able to access a coupon to receive the item for free.

    The program is the result of an Associated Food Stores study conducted last year on private-label products, with a focus on Western Family. The goal was to better understand consumers' viewpoints on private-label products and learn how they feel specifically about Western Family.

    "Recent research showed that while Western Family is a popular private label, the perception among younger shoppers associated it with older brands," said Roger White, director of marketing, Associated Food Stores. "The mywesternfamily.com campaign aims to communicate with consumers between the ages of 25 to 35 through the Internet and less traditional forms of media."

    Associated Food Stores is an independent retailer-owned warehouse based in Salt Lake City, Utah, which provides complete warehouse facilities and services to nearly 500 grocers throughout the Intermountain West.

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