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PITTSBURGH, Pa., BOISE, Idaho, SALISBURY, N.C. - Supermarket chains Giant Eagle, Food Lion, and Albertsons will anchor three expanded advertising programs in the Pittsburgh, Southern California, and Raleigh-Durham areas with the help of targeted home-delivered print advertising company ADVO, Windsor, Ct.
These new programs -- which essentially double ADVO's advertising program frequency in those markets -- were introduced by ADVO in response to feedback from grocers seeking more diverse print advertising options.
Giant Eagle will work with ADVO to begin a full-market mid-week shared advertising program in the greater Pittsburgh and Youngstown, Ohio region, making ADVO now responsible for its advertising circular distribution in a four-state area including Maryland, Pennsylvania, Ohio, and West Virginia. "ADVO provided a cost-effective way to target markets and customers," Giant Eagle spokesman Brian Frey told Progressive Grocer.
Giant Eagle's director of print advertising Dan Dunn added: "ADVO's commitment to open new markets, create new mid-week programs, and target our customers were the primary reasons we have expanded our partnership to deliver our advertising circulars."
With Albertsons, ADVO will for the first time begin a full-market weekend shared advertising program in Southern California. The weekend advertising program will complement ADVO's mid-week program already in place in these markets, and will reach an estimated 7.2 million households in the greater Los Angeles and San Diego metropolitan areas.
Food Lion will be anchoring a new shared advertising program in Raleigh-Durham -- where ADVO will double the frequency of its advertising program, from bi-weekly to weekly. "Our partnership with ADVO is a win-win situation for Food Lion and consumers," said David Godfredson, Food Lion's director of advertising. "This opportunity has positioned us to aggressively compete in the market and allows us to meet our customers' needs."
ADVO provides custom advertising and promotional solutions to more than 20,000 response-oriented retailers in more than 30 industry sectors. The company leverages its proprietary demographic and lifestyle data, as well as client data, to target advertising to highest value customers at the ZIP Code or neighborhood level. Combining national reach with local market coverage, the company's customized and shared advertising programs reach more than 67 million U.S. households weekly and 112 million households monthly.