Carlisle, PA. By Joe McIntyre @ POP Times - A new frozen food display in 85 Giant Food Stores features scrolling, printed, back-lit signs behind a glass screen. The 2 foot by 2 foot units are placed atop special, five-shelf coolers that stand next to the endcaps on freezer aisles. Signs advertise the five new frozen food products placed in the cabinets every four weeks. Giant can also call out two provide label products on the display.

The frozen food promotion is the second version of Giant's new marketing program called, "Giant First," which spotlights first to market products. The displays enable CPG makers and their distributor, Acosta Sales and Marketing Co. of Jacksonville, FL., to showcase 65 new products a year with minimal effort. Acosta provides sales services for more than 1,000 consumers packaged goods companies.

Acosta's staff intends to work closely with Giant to introduce the frozen food vendor community to the new advertising and display package, says Bob Weinmann, VP of Marketing for Acosta's East region. "We already have a significant number of leading brands enrolled to participate in this program."

Giant Foods sells ad space to suppliers and leases the units from the 3 Feet Media of Woodstock, GA., for three years. Manufacturers get guaranteed display dates and mentions in the newspaper inserts, 3 Feet Media installs the freezer , and the sign and does all the printing. Acosta changes the ads and restocks the shelves.

"Everyone is looking for a secondary marketing program that gives (visual) seperation in the aisle. Movement increases sales," says Chris Esposito, founder and CEO of 3 Feet Media. "This is theatre in-store, It's very bright and very visual - right where the product can be bought directly."

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