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PRICE CHOPPER'S MASCOT A MONSTER HIT

SCHENECTADY, N.Y. -- Price Chopper's Produce Monster is celebrating its first birthday this month, and the retailer is excited about the mascot's future. The character, the third element in the retailer's fresh-foods consumer education program, is the most public-oriented and publicity-hungry."We plan to build on it," said Joanne Gage, spokesperson for the chain. "We're doing a Produce Monster coloring

ROBERT VOSBURGH | Aug 07, 2000

SCHENECTADY, N.Y. -- Price Chopper's Produce Monster is celebrating its first birthday this month, and the retailer is excited about the mascot's future. The character, the third element in the retailer's fresh-foods consumer education program, is the most public-oriented and publicity-hungry.

"We plan to build on it," said Joanne Gage, spokesperson for the chain. "We're doing a Produce Monster coloring book, and down the road we may do a 'Name the Produce Monster' contest."

A costumed character already makes personal appearances at store openings and in school classrooms. And he even has a voice, according to Gage. "He sounds like Sean Connery, so he comes across as very sophisticated and intelligent, someone who knows what they're talking about," she said.

But the character's main venue is regular appearances in Price Chopper ads and weekly circulars, where he helps educate consumers of all ages.

"Whatever the feature is [in the weekly ads], we try to place the Produce Monster in it, giving advice on that particular fruit or vegetable," Gage said. "He might talk about bananas as a good source of potassium, that kind of thing."

In-store, his image -- as well as his reputation for good taste -- are reinforced through the use of small, PLU-style stickers applied to individual produce.

The use of slogans and characters at Price Chopper can be traced back three years to the chain's meat department. In 1997, the retailer introduced "We Know Meat" as the department's catch phrase. This was followed the next year by "Be Seafood Smart" in the seafood department (run separately from meat and poultry). But here, Price Chopper added an actual character, according to Gage.

"The thing that was different about 'Be Seafood Smart' is that we developed a spokesfish, a little character that's a really smart fish," she said. "He wears a mortarboard on his head and is always spouting off information about seafood. We even did animation for him."

In meat and seafood, the retailer conducts classes that have grown to be very popular [see "How to Hook a Sale," SN, March 15, 1999]. The seminars, designed to "take the guesswork" out of buying those proteins, seek to give consumers more confidence in purchasing particular cuts of meat or species of seafood, said Gage.

"Meat and seafood has more science behind it, and is more perplexing for most consumers -- which cuts are best for grilling, that sort of thing," she noted.

In developing the outline for the produce department's consumer-education strategy, Price Chopper's advertising team decided to pursue a different tack because people feel much more comfortable with produce than with meat and seafood.

"It's less complicated," said Gage. "Yet we still wanted to get the point across that it's good for you, and there are still things to learn, like telling them how to eat a papaya. It basically comes down to encouraging shoppers to try different things and telling them how the item is good for them."

In this case, the retailer was able to take a little lighter approach in developing the character and his pitch. Price Chopper officials wanted a program that would be helpful without being too heavy, a forum "to stress health benefits, the seasonality of produce and how to determine ripeness," Gage added.

At the same time, the retailer was eager to develop a character that appealed to children, because "we really felt that is one of the things that parents really struggle with -- getting their children to eat more vegetables and fruits," Gage said.

Originally there were several different produce-department mascots drawn up, and each was the subject of focus groups involving children. In the end, the Produce Monster beat out his competitors. When he was officially introduced to shoppers, the retailer even called itself a "Produce Monster," noting its stores featured oversized departments full of freshness and variety, according to Gage.

Does Your Grocery Store Have a Creepy Mascot? This One Does!

Next time you go grocery shopping, beware the creepy creature roaming through the aisles looking to give you or your kids a high-five, a hug or a carrot stick.

But don’t call the cops on him – because he works there!

A Chicago grocery chain that turned off many longtime shoppers by getting rid of its loyalty card and tearing out many of its self-checkouts is now adding something new for its loyal customers’ grocery shopping pleasure – a furry, red, one-eyed “mascot” who loves kids, vegetables and, apparently, frightening adults.

Never mind lower prices and customer convenience – we have a mascot!

Jewel-Osco has officially introduced “JoJo” to a somewhat skeptical clientele. “JoJo is bright red, really fuzzy and extra helpful!” the store announced as it unleashed its creation on an unsuspecting public. “One of JoJo’s favorite things is to help kids go grocery shopping for fresh fruits, tasty vegetables and other healthy items.”

But some shoppers aren’t sold on the idea of a big furry Cyclops in a Jewel-Osco uniform, staring at them with that giant all-seeing eye.

“I’m afraid to go to Jewel in case this thing is there,” one commenter wrote on Jewel’s Facebook page. “Sorry, but me and my kids would be running from this!!” another added.

Some registered their objections with even more flourish: “It kinda looks like bacteria or something that should not be growing on food,” one shopper opined. “If I saw this wild critter I’d use my child as a human shield to vanquish it back whence it came,” added another. “It looks like something I’d find in an Amish dungeon.”

Bacteria? An Amish dungeon? It’s only meant to be a furry, friendly mascot – aren’t we overreacting?

As some question why a grocery store even needs a mascot, it’s actually not unprecedented. Several stores have mascots, most of them cuddly animals who head up grocery kids’ clubs – Publix has Plato the dinosaur, Ohio Kroger stores have Pepe the Penguin and Minnesota’s Cash Wise has Scottie the friendly dragon, to name a few.

Other stores have somehow managed to turn inanimate objects into what they hope are cute, cuddly mascots. H-E-B in Texas has “H-E-Buddy“, a brown paper bag full of groceries, which also happens to have a face. And Jewel-Osco’s crosstown Chicago rival Mariano’s has “Super Kaley”, which is a giant smiling smoothie cup. Not creepy, necessarily, just a little weird.

Then there’s the furry-monsters category. Price Chopper in the Kansas City and Des Moines area had Clifford the Chicken until a few years ago, when it replaced him with a pair of furry monsters that were actually well-received, at least compared to JoJo. The “Price Chopper Chompers“, resembling smiling pom-poms with feet, appear in commercials and in stores to “chomp” high prices and keep them low.

A little creepy to some, but at least the Chompers are on brand. As for JoJo – what is it? What is it meant to represent? What does it say about Jewel-Osco or its ability to help feed your family or save you money?

“I think he is kinda cute,” one commenter offered in defense of JoJo. But other shoppers aren’t interested in a mascot, no matter what kind of animal, furry monster or inanimate-object-brought-to-life it is. “Stop with the gimmicks and lower your prices,” one shopper suggested. “Too weird Jewel,” another wrote. “The coupons and deals get people in the store.”

So if your store has a mascot, hope it doesn’t creep you out if you happen to encounter it during your regular shopping trip. And if your store is mascot-free? Given all the contentious comments from JoJo haters – perhaps you should consider yourself lucky.

Price chopper mascot

Written by Tyler Blance- Produce Merchandising Local Produce in our Brand New Marshalls Creek Store! Last week, we cut the ribbon and opened the doors of our brand new store in Marshalls Creek Pennsylvania, built in the beautiful countryside southeast of Scranton. Our Marshalls Creek store is chock full of unique items and local products, but one thing we are particularly proud of providing for our Marshalls Creek chopper shoppers is local fruits and vegetables. Journeying through the produce department of this rural PA store, shoppers are presented with a variety of fresh, local produce from nearby areas. A. Gurda Produce, a local grower in the Middletown, NY area happily supplied us with their beautiful locally grown lettuces and radishes straight from the farm. Andy Gurda’s crops are grown in what’s known as the “Black Dirt Region” of New York State; the dark, rich soil was created at the end of the Ice Age! Talk about a throwback. Marshalls Creek is a short drive away from the “Jersey Fresh” produce of the garden state: New Jersey. We featured a variety of Jersey Fresh items for our shoppers to explore: Blueberries grown under the popular “Top Crop” name, basil, green and yellow squash and cucumbers straight from Jersey were all on display in our colorful, freshly-stocked produce department. And to top it all off, we had a special visit from Top Crop’s own blueberry mascot and a member of the Donio farm operation! Locally grown produce is something we take a lot of pride in supplying throughout the communities and areas we’re a part of, so we were happy to add Marshalls Creek into the mix. As for the rest of our Chopper Shoppers, the local produce season is coming into full swing, so keep an eye out for locally grown fruits and vegetables in your neighborhood Price Chopper! I’ll be updating you throughout the summer with locally grown happenings, so check back to see what’s growing on near you!

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