It's a Rant - Be Forewarned!
I'm going to be brutally honest here - and I make no apologies for it - because I gotta tell ya, I am very, VERY disappointed in this week's Loblaws flyer.
If you are anything like me, one of the highlights of the week is when the Starmail delivery-lad drops off that weekend's bundle of grocery-ad flyers. I look forward to it for days and clear my schedule so I won't feel rushed or interrupted when it's time to finally sit down and check out the various specials and eye the mouth-watering deli selections depicted in those glorious colour close-ups.
I ask you, is there any feeling quite so comforting as sitting down in your favorite chair with a nice hot cup of coffee and the sense of anticipation which accompanies opening up a crisp new Loblaws flyer?
It is especially exciting in the weeks leading up to the Christmas holidays and during the summer with the kick-off of 'Barbeque season.' And of course, Fathers' Day - racks of meat just waiting to be bitten into.
But last night I received an advance delivery of my Starmail bundle and I'm warning you that it's not even worth opening up. I don't say this lightly, but if I had known what a disappointing read it was going to be, it would have been tossed straight into the blue recycling box. Even if that meant missing out on the Canadian Tire flyer.
Let me tell you just how bad it was - normally I go straight for the Loblaws ad because on the front page you can usually find the 'Two Days Only' sales highlighted - "Crab legs, Lobster, T-bone steaks!"
Underneath there will be some nice pictures of fruit or something pretty.
But in the current edition, just what are they trying to lure me into the store with?
CHEERIOS! That's right, breakfast cereal.
Now, I know what some of you are thinking - and yes, it's both the General Mills whole-grain oats Original Cheerios - AND the Honey-Nut flavored ones. And yes, I suppose four boxes for $10 is a good deal.
But, I don't read these ads for the sale prices. I want to see some Art. I want to see some Beauty. I want to see some Excitement. I want to hear the 'sizzle' with my steak ads. But there's nothing like that in this week's Loblaws flyer. I tell you, it's like something coughed up by PriceChopper. Or No Frills.
Oh, sure - there's a photo of a nice shrimp-ring inside - but it's for those small shrimp - and it's on page 3 (!) under a caption for 'Healthy Eating.' On the opposite page, the big photo spread is for a good deal on stewing beef. It's like they aren't even trying.
So let's have a little look-see at the A&P flyer for a comparison review, shall we? Geez, it's even worse. The big money-shot on the front page is for ground beef. You know, there's only so many ways you can make raw hamburger look attractive. And you won't find any of them in this week's offering from the A&P.
I normally wouldn't even go there but the PriceChopper's flyer is even more pathetic. The pride of the front page is Kraft Single Cheese-Slices. It's like the whole grocery world is headed for Mediocrityville in a handbasket.
Well, praise the Lord for M&M Meatshops. Highlighted on the front page 'above the fold' (that's newspaper talk for showcasing the most important item,) is a 'Lowest Price of the Year' on Oriental Party Paks. It's reassuring to know that at least someone out there in the retail food-industry has some marketing savvy left.
I've noticed this trend for the past couple of years now. After the heady days of Christmas and New Years 'entertaining' food items, come the dog days of January in the grocery-flyer game. Time to forget about prime rib, spiral-cut honey hams, cornish game hens, cheese-and-veggie platters, puff-pastry hors d'ouvres, jumbo shrimp-rings and Chinese food. Time to stock up on the essentials and start cooking stews and meatloaf again.
Thank God that SuperBowl is just a couple of weeks away. I'm getting excited just thinking about the grocery flyers to come - chicken wings, ribs, chili recipes, nachos with melted cheese and salsa and green onions, Ruffles and Helluva dip. Maybe a ceasar salad.
And I'm going on record right now - when it comes to the SuperBowl ads, Loblaws and A&P better be up to M&M standards when it comes to the quality of their food-prep photos - or I'll be cancelling my subscription to Starmail. And the Pennysaver too, for that matter.
If you are anything like me, one of the highlights of the week is when the Starmail delivery-lad drops off that weekend's bundle of grocery-ad flyers. I look forward to it for days and clear my schedule so I won't feel rushed or interrupted when it's time to finally sit down and check out the various specials and eye the mouth-watering deli selections depicted in those glorious colour close-ups.
I ask you, is there any feeling quite so comforting as sitting down in your favorite chair with a nice hot cup of coffee and the sense of anticipation which accompanies opening up a crisp new Loblaws flyer?
It is especially exciting in the weeks leading up to the Christmas holidays and during the summer with the kick-off of 'Barbeque season.' And of course, Fathers' Day - racks of meat just waiting to be bitten into.
But last night I received an advance delivery of my Starmail bundle and I'm warning you that it's not even worth opening up. I don't say this lightly, but if I had known what a disappointing read it was going to be, it would have been tossed straight into the blue recycling box. Even if that meant missing out on the Canadian Tire flyer.
Let me tell you just how bad it was - normally I go straight for the Loblaws ad because on the front page you can usually find the 'Two Days Only' sales highlighted - "Crab legs, Lobster, T-bone steaks!"
Underneath there will be some nice pictures of fruit or something pretty.
But in the current edition, just what are they trying to lure me into the store with?
CHEERIOS! That's right, breakfast cereal.
Now, I know what some of you are thinking - and yes, it's both the General Mills whole-grain oats Original Cheerios - AND the Honey-Nut flavored ones. And yes, I suppose four boxes for $10 is a good deal.
But, I don't read these ads for the sale prices. I want to see some Art. I want to see some Beauty. I want to see some Excitement. I want to hear the 'sizzle' with my steak ads. But there's nothing like that in this week's Loblaws flyer. I tell you, it's like something coughed up by PriceChopper. Or No Frills.
Oh, sure - there's a photo of a nice shrimp-ring inside - but it's for those small shrimp - and it's on page 3 (!) under a caption for 'Healthy Eating.' On the opposite page, the big photo spread is for a good deal on stewing beef. It's like they aren't even trying.
So let's have a little look-see at the A&P flyer for a comparison review, shall we? Geez, it's even worse. The big money-shot on the front page is for ground beef. You know, there's only so many ways you can make raw hamburger look attractive. And you won't find any of them in this week's offering from the A&P.
I normally wouldn't even go there but the PriceChopper's flyer is even more pathetic. The pride of the front page is Kraft Single Cheese-Slices. It's like the whole grocery world is headed for Mediocrityville in a handbasket.
Well, praise the Lord for M&M Meatshops. Highlighted on the front page 'above the fold' (that's newspaper talk for showcasing the most important item,) is a 'Lowest Price of the Year' on Oriental Party Paks. It's reassuring to know that at least someone out there in the retail food-industry has some marketing savvy left.
I've noticed this trend for the past couple of years now. After the heady days of Christmas and New Years 'entertaining' food items, come the dog days of January in the grocery-flyer game. Time to forget about prime rib, spiral-cut honey hams, cornish game hens, cheese-and-veggie platters, puff-pastry hors d'ouvres, jumbo shrimp-rings and Chinese food. Time to stock up on the essentials and start cooking stews and meatloaf again.
Thank God that SuperBowl is just a couple of weeks away. I'm getting excited just thinking about the grocery flyers to come - chicken wings, ribs, chili recipes, nachos with melted cheese and salsa and green onions, Ruffles and Helluva dip. Maybe a ceasar salad.
And I'm going on record right now - when it comes to the SuperBowl ads, Loblaws and A&P better be up to M&M standards when it comes to the quality of their food-prep photos - or I'll be cancelling my subscription to Starmail. And the Pennysaver too, for that matter.
posted by Sonny Drysdale at 4:50 AM
5 Comments:
That's what I like about Melonville.
The London Free Press helps us develop an appreciation for the Pennysaver and other Starmail publications.
On the other hand, there's not enough people in this burg that could appreciate a decent newspaper or magazine anyway.
If anyone started one up and really delivered the goodies, I'm sure no one would even notice.
It's like living in a city full of drooling zombies who're always on the hunt for their next scapegoated victim.
Herman wants us to hate the queers, Van Meerbergen wants us to hate pinkos and Honey Pot wants us to hate everything that's alive.
Sonny, I feel your pain. Not being a subscriber to the Free Press, the Starmail is my only link to the outside world. And to add to your pain, the local Loblaws is selling 3kg seasoned pork loins at a great price. In essence, they have naked super models in the store, but insist upon featuring the "Librarian of the Day" in the flyer. It's as bad as when clothing appears on the front of the Canadian Tire flyer.
I hope that's seasoned tender-loin.
That's something Butch could get behind.
Cheer up, McLarty - it could always be worse. Fer instance, you could be living in Brantford. They don't even have a library in that town.
Since you're talking advertising.....
http://popsdelivery.blogspot.com/
Pops - when it comes to Brown Pop, wine, liquor, groceries (and other assorted sundries,) and courier service - word on the street be it that BrownPop Delivery be da man.
Because they now be accepting debit at your door.
So, yo best be callin' - 519-457-POPS.
Or - in the more mundane vernacular - 519-457-7677.
That number agin - 519-457-7677.
Tell them, Sonny sent ya.
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