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    Ripa Tapped to Tout A&P’s New ‘Lower Price Project’

    The Great Atlantic & Pacific Tea Co., Inc. (A&P) has begun rolling out the most comprehensive price reduction program in its history, and Kelly Ripa, co-host of ABC’s “Live with Regis and Kelly,” is on board as celebrity spokeswoman for “the Lower Price Project.”

    The Great Atlantic & Pacific Tea Co., Inc. (A&P) has begun rolling out the most comprehensive price reduction program in its history, and Kelly Ripa, co-host of ABC’s “Live with Regis and Kelly,” is on board as celebrity spokeswoman for “the Lower Price Project.” Ripa, a loyal A&P shopper, will extol the chain’s new lower prices in forthcoming TV and radio commercials.

    “As a longtime A&P customer, I know exactly what people are looking for when they shop, and the A&P team has really delivered tremendous value for their customers,” noted Ripa.

    Launched last month, the expansive Lower Price Project, which is taking several weeks to implement fully, will offer across-the-board price reductions through as many as 10,000 in-store shelf signs throughout the store.

    “We are very passionate about listening to our customers and responding in ways that resonate with their overall shopping experience,” noted A&P president and CEO Ron Marshall. “One of the areas that has become critical in this challenging economic environment is value. The new Lower Price Project is yet another way of delivering more value on the best selection of fresh food and groceries. We are committed to providing exceptional value in every aspect of the store, including excellent service and superior products.”

    According to Marshall, Ripa “personifies the A&P brand, as she shares our same dedication to family, quality and integrity. She grew up in our neighborhoods, and she’s warmly welcomed into our homes every morning. Kelly was the only person that I considered to inform our valued customers of this exciting new program.”

    The grocer also continues to offer weekly specials and temporary price reductions.

    Montvale, N.J.-based A&P operates 429 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum’s, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, Super Fresh and Food Basics.

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