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Winn-Dixie Unveils 'Real Deal' Marketing Campaign As Next Step in Launching the New Winn-Dixie

JACKSONVILLE, Fla., Sept. 24 /PRNewswire/ -- Jacksonville, Fla.-based Winn-Dixie Stores, Inc. (NYSE: WIN - news) will
rollout a multi-million dollar ad campaign in 14 states to communicate a new ``Real Deal'' brand position -- ``real good food, from real good people, at a real good price.'' The campaign is part of the company's ongoing initiatives to increase brand awareness and market share.

A series of eight television commercials, including four brand spots and four price-item retail spots, will focus on Winn-Dixie's core brand competencies -- real good food -- real good people -- real good prices. The first television commercial is scheduled to air on October 3, 2001, and commercials are expected to be broadcast on all major networks. ``Real Deal'' themed radio and print ads also
will appear across all markets in which Winn- Dixie operates.

``We want to be the friendliest supermarkets in the neighborhoods we serve. Real good people offering real good food at a real good price is what we're all about,'' said Al Rowland, President and CEO of Winn-Dixie Stores. ``That's our key marketing message and commitment to our customers. It's also the approach that will help grow our business.''

Cramer-Krasselt developed the advertising campaign based on consumer research in which shoppers described Winn-Dixie as
familiar, down-to-earth, approachable, comfortable, sensible and price competitive. Commercials were filmed in seven locations throughout the company's headquarters city.

Winn-Dixie's newest marketing effort follows a series of yearlong operational changes, new store layouts and retrofits at more than half of the company's supermarkets. These inroads are expected to reflect a new fresh approach for shoppers and Winn-Dixie employees.

Winn-Dixie Stores, Inc. is one of the nation's largest supermarket retailers, with more than 1,150 stores in 14 states and the Bahamas. For more information, visit the company's official web site at
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