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rocery Sales Thru the Air
By A. WESLEY NEWBY, President Newhy, Peron & Flitcraft, Advertising Agents for the Independent Grocers of Chicago
About two years ago, a small grocer in Chicago made this plea to Sidney M. Libit, secretary and treasurer of the Associated Grocery Industries Council: "Why not give us something to offset the radio promotions of the large grocery chain stores?" The plea was made to the right man. It brought home to Mr. Libit the independent grocers' tremendous need for a weapon sufficiently powerful to overcome the challenge of the chain stores.
It was hard work to find such a weapon, requiring plenty of imagination, resourcefulness, and cooperation from the wholesale houses. After almost twelve months of labor, the complete plan was ready to be launched. It called upon the independent grocers to consolidate their efforts and to present a united front. The idea was worked out during the course of innumerable mass meetings with the retailers and wholesalers.
The result was that 14 of Chicago's leading wholesale food houses pledged their wholehearted support. 1,253 independent groc
ers signed on the dotted line. The name designed for these stores was Your Friendly Grocer. The stores were to be distinguishable by a red, white, and blue decalcomania emblem.
Opening gun was fired last September 30 with a 15-minute radio show on station WAAF, Monday, Wednesday, and Friday, 10:00 to 10:15 A.M.; and on WBBM, Tuesday, Thursday, and Saturday, 8:45 to 9:00 A.M. The big feature of the show was the Friendly Grocer's Collecto contest featuring a greater number of prizes than had ever before been given away within so small an area.
There were three grand prizes: the first, a 14-day all-expense Happiness Tour to Mexico worth $189.50; the second, a Randolph Model Roper Range with a new stagger top worth $149.50; the third, a 1941 Console Model Zenith Combination Radio with an automatic record changer worth $129.50. In addition, over 12,000 bags of groceries were awarded, each containing twelve pounds of worthwhile food products and merchandise.
Key to success in the distribution of these grocery bags was the fact that every Friendly Grocer store gave away ten prizes to cus
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RADIO SHOWMANSHIP