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Giant Eagle and Fresh Express Send Consumer Cruising

PITTSBURGH - Giant Eagle customer and Fresh Express salad enthusiast Janet Devinney was selected as the lucky winner of a 2005 Chrysler PT Cruiser convertible in a Cruise Through Summer promotion that proved to be an ideal way to drive awareness and trial purchases of the new Fresh Express fresh fruit products launched in the supermarket chain this summer.

Devinney was just one of many Pittsburgh-based Giant Eagle customers who purchased Fresh Express Fresh Fruit with a Giant Eagle Advantage Card and who were automatically entered in the sweepstakes that took place between July 18 and Aug. 14.

Craig Ignatz, Giant Eagle v.p. of produce, declared the promotion an overwhelming success. "We are committed to providing customers with unique promotions that are designed to make the shopping experience all the more enjoyable." The Cruise Through Summer sweepstakes helped generate a dramatic increase of Fresh Express sales, he noted.

Paul Alphonse, Fresh Express regional business manager, concurred. "Fresh Express has run other successful promotions with Giant Eagle in the past. Cruise Through Summer performed exactly as we intended as it generated excitement around our new product line and drove sales."

Said Pittsburgh resident and sweepstakes winner Devinney: "I have always loved the Fresh Express salads, and when I saw this sale, I thought I would give the new fruit a try as well. We do a lot of entertaining during the summer with the pool, and the response from our guests was great. The quality was excellent, as if I cut it up in my own kitchen."

MatchPoint Marketing, a full-service consumer promotions agency that partners with consumer packaged goods manufacturers and retailer clients and a wholly owned subsidiary of Acosta, Inc., coordinated the Giant Eagle/Fresh Express promotion.
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