SHOP RITE GOES GREEN IN SUMMER

PEARL RIVER, N.Y. -- A ShopRite unit here, in a classic neighborhood marketing effort, celebrated a late-summer version of St. Patrick's Day with good results, a source in the in-store bakery told SN.round that folded over the store's ad circular proclaimed, "It's No Blarney! 'Tis St. Patrick's Day in August at ShopRite of Pearl River." The wrap-around, bedecked with green shamrocks, spotlighted the

PEARL RIVER, N.Y. -- A ShopRite unit here, in a classic neighborhood marketing effort, celebrated a late-summer version of St. Patrick's Day with good results, a source in the in-store bakery told SN.

round that folded over the store's ad circular proclaimed, "It's No Blarney! 'Tis St. Patrick's Day in August at ShopRite of Pearl River." The wrap-around, bedecked with green shamrocks, spotlighted the "Fresh Bake Shoppe" and devoted two-thirds of a page to bakery items. Green and white cupcakes, by the six-pack, were $1.99. Fifteen-ounce loaves of Irish soda bread were two for $3 and plain or raisin scones by the six-pack were two for $3. The scones' everyday price is $2.49 for six and the soda bread's regular price is $1.99 a loaf, added the source.

"Some people tried the scones and soda bread for the first time, and they said they were good," the store-level source said. He added that sales of those items -- which this store bakes from scratch every day -- were up significantly during the week of the sale.

The deli got in on the act, too, with sale-priced Tipperary gold cheddar and corned beef, which was touted as "A St. Patrick's Day Favorite!"

The deli and bakery portions of the ad were headlined, "Saving O' the Green!"