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'Always in Bloom' Blossoms at B/O

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ATLANTA Boone/Oakley has launched the first campaign for Bloom supermarkets since winning the account following a review in April, the shop said.

The work from the independent Charlotte, N.C., shop includes newspaper ads and inserts, direct mail, outdoor and a 16-page supplement in Southern Living magazine.

Bloom is a new supermarket concept from Food Lion, a chain based in Salisbury, N.C., that is being tested in the Charlotte area. Food Lion converted five of its stores in the Charlotte area last year to Bloom, with plans to expand the concept to other cities next year. The stores offer wider aisles, lower shelves, information stations, prepackaged meals, personal price scanners and "beerfolio," which allows customers to mix beer brands in a single six-pack carrier. "Always in Bloom" is the campaign tagline.

The magazine supplement, titled "Inbloom," provides recipes, store facts, homemaking tips, and health and travel information. The inaugural September edition includes a complimentary six-month subscription to Southern Living.

The direct mail campaign includes a card that contains wild flower seeds imbedded into the paper and a six-month subscription to Southern Living. "Why you ask?" the card reads. "To remind you that Bloom is all about fresh ideas for you."

Campaign spending was not disclosed.