ALBERTSON'S TESTS GIFT BAG PROGRAM

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Families and seniors are the target of Albertson's Wellness Gift Bag Program, with a 30-day test this month in 20 Wyoming, Colorado and South Dakota stores.

If successful, the program will be rolled out in 1995 in all Albertson's units containing pharmacies.

The promotion, created by Atlanta-based Response Media Products, follows the success of Shop 'n Save's Wellness Gift Bag promotion for 51 Northeastern stores with pharmacies. The program ran in January and February and will be repeated in January 1995.

Albertson's pharmacists will distribute 20,000 gift bags containing coupons, samples and prescription advertising and information to customers bringing in a new or transferred prescription or a coupon from one of the store's several advertising vehicles.

The gift bag advertising campaign, created in-house, will include circulars, direct mail to 700,000 households and point of purchase signage.

Six marketers are offering samples and about 12 are distributing brochures and coupons, said Gail Altman, promotion account executive, Response Media.

Participating marketers include Upjohn Co., Dial Corp., American Chicle Group, Kimberly-Clark Corp., Schering-Plough Healthcare Products, Bausch & Lomb, Glaxo, NutraSweet Co., Kellogg Co. and L'Oreal.

The companies pay fees of $85 per 1,000 and up for the samples and from $20 per 1,000 and up for coupons and brochures.

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