Ralphs Calls On Founder For Post-Strike Effort

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Hoping to lure back shoppers after a four-month grocery-workers strike that cost the company millions of dollars, Ralphs Grocery Co. seeks a stronger emotional connection with consumers in a new campaign that conjures up founder George Ralphs.

Four TV spots from Heil-Brice Retail Advertising break Wednesday for the 130-year-old chain. The action, which is set during the retailer’s early days, shows an actor portraying Ralphs who demonstrates his commitment to service, fresh food and fair prices in ways that “came from historical things George used to say and stand for,” said Hal Brice, president and executive creative director at the Newport Beach, Calif.,

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