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    Cub Foods East Region to Freshen Its Sampling Program

    STILLWATER, Minn. - Supervalu retailer Cub Foods here said it will ramp up its in-store food demonstration capabilities for its East Region in concert with Mass Connections, a Cerritos, Calif.-based retail marketing and consumer-related promotions firm.

    STILLWATER, Minn. - Supervalu retailer Cub Foods here said it will ramp up its in-store food demonstration capabilities for its East Division in concert with Mass Connections, a Cerritos, Calif.-based retail marketing and consumer-related promotions firm.

    Mass Connections was selected as the exclusive management agency for the 36 stores of the region, which includes Illinois and Wisconsin. Under the contract, Mass Connections will conduct all in-store marketing events for Cub Foods beginning in early 2005.

    Bill Gillespie, v.p. of merchandising for Cub Foods, said of the partnership, "We want to meet our customers' needs, and in-store sampling has become a very important part of the shopping experience. Mass Connections is the company that can provide the type of accountability and creativity we are looking for."

    Mass Connections' s.v.p. Suzanne Gocke said the new alliance with Cub Foods provides endless possibilities. "Our goal is to provide a turnkey program and build awareness that the supermarket is a community resource for healthier living; in-store events are a great way to get this message across to the consumer."

    Mass Connections conducts campaigns and distributes a variety of consumer products at supermarkets, Gocke said. The partnership with Cub Foods is among the company's latest accomplishments over the last year, which also included the "Join the Fight" initiative to combat childhood obesity, as well as the "Connecting With Our Soldiers" campaign that allows consumers to write to soldiers in harm's way.

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