Ties With Ralphs

Heil-Brice Creates Ads for Cross-Promotion
LOS ANGELES–Its nationwide brand advertising doesn’t break for a month, but is off and running with promotional ads in millions of Ralphs grocery store circulars.
The music, video and gaming e-commerce site, started by entertainment mogul Michael Ovitz and supermarket financier Ron Burkle, is placing ads created by Heil-Brice Retail Advertising, Newport Beach, Calif., that offer $10-20 in Ralphs credit in exchange for a purchase on
Alluding to popular bands and games, the ads use such lines as, “They get Cake, the Cranberries and the Chili Peppers. You get $10 in free groceries,” and, “They get Super Mario Kart. You get more in your shopping cart.”
Ralphs mails more than 6 million circulars weekly. Heil-Brice handles Ralphs’ advertising and won the retail portion of’s estimated $15 million account earlier this summer. DDB, Los Angeles, got the creative assignment, and Western Initiative Media won the media portion, said director of corporate communications Ann Garrett.
The Ralphs promo is in keeping with’s strategy of leveraging the customer base of trusted retailers.
Additional work from Heil-Brice is expected to include direct mail and other tie-ins.