This week, consumers in the Kansas City area starting getting Hy-Vee, Inc.’s weekly circular in the mail instead of the newspaper.
As part of a new program, the Iowa-based grocer’s ads, packaged with ads from other companies, will arrive by mail at more than 600,000 homes each Tuesday, according to local press reports. This “marriage mail” program — in which advertisers mail ads together to share the cost of postage – is a partnership of Hy-Vee; Mail-Sort, Inc.; Sales Focus, Inc. and the U.S. Postal Service.
Hy-Vee had been advertising with The Kansas City Star for nearly two decades. The new mailing program isn’t a cost-saving measure, but instead a way to make sure the ads get to customers, said Rob Eslick, assistant VP of operations for Hy-Vee.
West Des Moines, Iowa-based Hy-Vee Inc. is an employee-owned corporation operating 229 retail stores in eight Midwestern states.