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SHOPPING MADE ULTRA-EASY

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Foote, Cone & Belding, in conjunction with Radioland in Portland, Ore., has just wrapped up production of four radio spots to promote Levi Strauss & Co.'s new Ultrashop concept. The spots are part of a co-op effort with department stores such as Macy's, and are designed to reinforce Levi's new "They Go On" branding campaign at the retail level.
The Ultrashop concept will appear initially in four stores: Macy's in Union Square, San Francisco; Macy's Herald Square in New York; Maison Blanche, New Orleans; and Joslins, Denver. Other Levi's retailers are considering adopting the Ultrashop concept, and it may not be long before the campaign is adapted for national advertising, according to Stacey Bovero, director of retail marketing for Levi Strauss & Co.
"The Ultrashop is really a shop within a shop," said Bovero. "Each is designed to simplify shopping and clearly show our spectrum of products."
-Jane Irene Kelly and Angela Dawson