SACRAMENTO, Calif. -- Nob Hill Foods and Albertson's northern California division are using a state-run nutrition education program to help meet the needs of shoppers with New Year's resolutions to cut fat consumption.
The program the two chains are plugging into is the 1995 retail campaign of California Project LEAN (Low-fat Eating for America Now), organized by the state's Department of Health Services here.
California Project LEAN's 1995 supermarket campaign is built around two promotional waves, New Year's and Cinco de Mayo, explained Cyndi Guerra, the program's marketing and media specialist.
For its part, Nob Hill, Gilroy, Calif., will incorporate Project LEAN's brochures into its current in-store nutrition education program.
The supermarket brochure instructs consumers on how to shop, cook and dine with less fat by taking shoppers down each grocery aisle and indicating which items (without using specific brand names) are conducive to a low-fat diet.
"Project LEAN is providing a perfect vehicle to capitalize on healthy New Year's resolutions," said Susan Kennedy, Nob Hill's advertising coordinator. "We can just take those materials and run with them. They're very consumer friendly.
"We've made their brochures available in every store at what we call a 'customer connection' stand in the front of the store. And we'll do a write-up on Project LEAN in a publication we give out with nutritional information. We'll probably include some of
their recipes and other items," Kennedy said.
For the second part of the program, Cinco de Mayo, Kennedy said her chain will feature the brochures as well as Project LEAN information printed on grocery bags.
"For the last four years, Nob Hill has tried to be really involved in the job of informing our customers on healthier options and nutrition. We like to give that as another service," said Kennedy, explaining that a staff nutritionist analyzes the company's written material for consumers.
"Project LEAN fit the program we already had in our stores just perfectly. It all ties together really well."
According to Project LEAN's Guerra, Albertson's northern California division, based here, plans to incorporate the campaign's materials into a corporate slim-down Weight Watcher's promotion. She said the chain also is considering a recipe contest in each store. The Albertson's official organizing the promotion was not available for comment.
"We plan to capitalize on consumer interest in nutrition in a fast and convenient way," said Nancy Gelbard, director of California Project LEAN. "All our materials are developed with the consumer and retailer in mind."
Guerra said Project LEAN plans to expand the retail participation for Cinco de Mayo.
The Cinco de Mayo promotion will feature the Eat Lean Mexican Cuisine brochure, which includes recipes for a low-fat fiesta, 10-second radio tags, drop-in advertisements, grocery bag artwork and a newsletter article for consumer publications.
