'POCAHONTAS' CAKES STAR AS RISER SALES RISE

BEDFORD HEIGHTS, Ohio -- Riser Foods here gave "Pocahontas" theme cakes a leading role in a nearly full-page ad that also spotlighted other "Pocahontas" items.es supermarkets under the banners of Rini-Rego Markets and Stop-n-Shop."We had a very good response in bakery. We got together with other departments to do this, picking up on the success we all had with 'Lion King,' " said Fred DiQuattro, Riser's

BEDFORD HEIGHTS, Ohio -- Riser Foods here gave "Pocahontas" theme cakes a leading role in a nearly full-page ad that also spotlighted other "Pocahontas" items.

es supermarkets under the banners of Rini-Rego Markets and Stop-n-Shop.

"We had a very good response in bakery. We got together with other departments to do this, picking up on the success we all had with 'Lion King,' " said Fred DiQuattro, Riser's director of bakery-deli-seafood.

The bakery ad was headlined, "Fresh Baked Pocahontas Cakes! Yellow or Chocolate." Featured were snack cakes [eight-inch by eight-inch squares], for $3.99; one-eighth sheet cakes, $6.99; quarter-sheet cakes, $10.99; and cupcakes, $2.99 for a package of six. The everyday prices for those items are $4.99, $7.99, $12.99 and $3.29, respectively.

"We do all sizes of cakes with edible images, but we limited the selections in the ad to four that we felt all our stores could do easily," DiQuattro said. "We had wonderful displays with cross-merchandising. Some stores had a tent and a whole 'Pocahontas' scene up front," he added. Soundtracks from the movie, pin-on buttons, posters and books were also included in the promotion.