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    Pathmark Starts Fresh with New Ad Agency

    CARTERET, N.J. -- Pathmark Stores Inc. said yesterday it has chosen Newport Beach, Calif.-based HEILBrice as its advertising agency of record. The agency will oversee all strategic positioning, advertising, marketing, and media efforts for the financially challenged Northeast retailer.

    CARTERET, N.J. -- Pathmark Stores Inc. said yesterday it has chosen Newport Beach, Calif.-based HEILBrice as its advertising agency of record. The agency will oversee all strategic positioning, advertising, marketing, and media efforts for the financially challenged Northeast retailer.

    "This is an exciting time at Pathmark -- we are creating a fresh, new shopping experience for our customers," said Pathmark e.v.p., strategy & marketing John Derderian in a statement. "HEILBrice has an impressive history with the grocery industry: They understand how to maximize the value of a brand, create a dynamic in-store experience, and talk to shoppers."

    "Pathmark is a strong brand that we are incredibly proud to be associated with," added HEILBrice c.e.o. Hal Brice. "They operate in diverse neighborhoods where they serve a loyal customer base. We're excited to work with the Pathmark team to bolster their sales, strengthen their brand perception, and increase their shareholder value by capitalizing on their local strength, and leveraging all of the great things they are doing in both their perishable departments and center store."

    HEILBrice's key clients include The Penn Traffic Cos.; The Los Angeles Times; Los Angeles Clippers; and the Los Angeles Convention and Visitors Bureau.

    Pathmark currently operates 141 supermarkets in the New York, New Jersey, and Philadelphia metropolitan areas.

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