Mervyn's drive under way

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Dayton Hudson kicked off its new Mervyn's California retail concept in Minneapolis with a teaser ad campaign mixing California surfer music and Minnesota scenery, themed "A little California is coming to Minnesota." Spots featuring football star Joe Montana, tied into the chain's "Back to Cool" back-to-school promotion, will begin in early August. The retailer is rolling out its California concept to all 287 Mervyn's stores nationally. Martin/Williams Advertising handles the estimated $45 million broadcast account.

Copyright July 1995 Crain Communications Inc.

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