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LOS ANGELES Independent Heil-Brice Retail Advertising will launch a new branding initiative for the Penn Traffic grocery chain, said the agency’s executive creative director.
The campaign, tagged “Your kind of store,” took Michael Robertson to several locations in Johnstown and Erie, Pa., and Syracuse, N.Y., two of the four states where Penn operates Bi-Lo Foods, Quality Markets, Riverside Markets and P&C Foods.
“The creative is almost a documentary look at the areas where they do business,” said Robertson.
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