The spots state
"We're trying to recognize Dave's memory as a way to honor him in a way we could be proud of," a spokesman said.
The line will be incorporated into new TV ads for its SuperValue Menu that break in mid-June and that continue the "It's better here" campaign that broke in April. The TV ads will not include video footage or photos of the founder, a company spokesman emphasized.
However, commemorative images and statements will be added to in-store displays and posters.
Mr. Thomas' image and likeness will only be used on in-store posters that say "thanks for stopping by," rather than for "commercial" purposes, the spokesman added.