Printer Friendly

EIGHT O'CLOCK BEAN COFFEE MUG BILLBOARD STEAMS UP THE GREAT WHITE WAY; AMERICA'S NUMBER ONE BEAN COFFEE RETURNS TO TIMES SQUARE

EIGHT O'CLOCK BEAN COFFEE MUG BILLBOARD STEAMS UP THE GREAT WHITE WAY;
 AMERICA'S NUMBER ONE BEAN COFFEE RETURNS TO TIMES SQUARE
 NEW YORK, Oct. 29 /PRNewswire/ -- Beginning this morning, jaded New Yorkers, in-a-hurry commuters and camera-clicking tourists witnessed a nostalgic sight that's not been part of the Times Square experience in almost twenty years. A pleasantly steaming billboard was back in place, and this time it was brewing coffee in a mug.
 James Wood, the chairman, president and chief executive officer of The Great Atlantic & Pacific Tea Company, Inc. (NYSE: GAP) -- better known as A&P -- threw a switch to start up the billboard depicting A&P's Eight O'Clock Bean Coffee. The steaming sign rises ten stories above the southeast corner of Broadway and 46th Street.
 Real, pure steam -- tapped from a Con Edison line in the street below -- came out of the rim of a 13-foot high red Eight O'Clock Coffee Mug, which faces into the Square. This billboard will be the only Times Square spectacular billboard to be "fully operational" during daylight hours.
 "We're proud to return this great art form to Times Square," Wood said. "Times Square is one of the world's great manmade landmarks. Billboards like ours set the standard for outdoor advertising creativity from the Ginza and Piccadilly Circus to the Las Vegas Strip."
 Real steam had been used by Times Square billboard artists in a variety of ways from the 1940s through the late 1970s -- in displays for cigarettes, hot beverages and even an aerosol spray deodorant. The new Eight O'Clock Bean Coffee billboard, whose 46th Street side depicts a huge bag of Eight O'Clock Coffee beans, was created for A&P by Van Wagner Communications/New York.
 "Until 1980, A&P had a steaming cup and saucer of Eight O'Clock Bean Coffee at Broadway and 44th Street," said Paul Gallant, president of Compass Foods, A&P's coffee subsidiary. "We think a great red mug, rather than a delicate teacup, is the right image for the 90s, which is turning out to be a decade for real coffee fans."
 Coffee Sales Perk for A&P.
 Whole bean coffees like Eight O'Clock Bean Coffee, make up the fastest growing segment of the coffee market. Experts estimate that by 1994 all types of premium coffee will occupy a full 30 percent of the retail value of U.S. coffee sales.
 While other retailers are just beginning to learn the advantages of store brands, Eight O'Clock Bean Coffee has been around since the late 1860s when A&P owned tea shops in and around New York City (the first New York A&P tea store opened in 1859). A&P's Eight O'Clock Bean Coffee is America's Number One bean coffee (by volume).
 Compass Foods, A&P's coffee subsidiary, now sells more coffee outside the A&P family of stores than to company stores, which include Food Emporium and Waldbaum's as well as A&P supermarkets. Now convenience stores, restaurants, colleges and university food service systems, mass merchandisers, and drug store chains feature Eight O'Clock Coffees.
 Corporate history has it that the brand's name was decided when George Huntington Hartford, the brother of A&P founder John Hartford, surveyed his friends and employees as to the most popular time of day coffee was consumed; "Eight O'Clock" was the most frequent answer, both A.M. and P.M.
 Eight O'Clock Bean Coffee lore is that the aroma of fresh ground coffee was so important in the early days of selling that store managers were instructed to grind a fresh pound in the morning and sprinkle it into the sawdust on the floor. To this day, A&P stores have a bright red grinder at the check-out area where customers can grind their own coffee before bringing it home.
 The Great Atlantic & Pacific Tea Company, Inc. operates more than 1,200 stores in 23 Eastern states, the District of Columbia and Ontario, Canada, under the trade names of A&P, Waldbaum's, Food Emporium, Super Fresh, Kohl's, Farmer Jack, Dominion and Miracle Food Mart.
 -0- 10/29/92
 /CONTACT: Michael J. Rourke, vice president-communications and corporate affairs of Great Atlantic & Pacific Tea Company, Inc., 201-930-4236, or Lisa Kovitz of Hill and Knowlton, 212-697-5600, for Great Atlantic & Pacific Tea Company, Inc./
 (GAP) CO: Great Atlantic & Pacific Tea Company, Inc. ST: New York IN: REA SU:


SH -- NY032 -- 6515 10/29/92 11:04 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Oct 29, 1992
Words:732
Previous Article:BT FINANCIAL CORPORATION ISSUES EARNINGS
Next Article:NRC AND INDONESIA REGULATORS SIGN ARRANGEMENT TO COOPERATE IN NUCLEAR SAFETY MATTERS
Topics:


Related Articles
Super market for specialty coffee.
Reflections of a decaf avoider: this CO2 decaf is ok.
STEAMING MUG TO PLAY ON BROADWAY
'THE GREAT STORE JUST NEXT DOOR': A&P BEGINS NEW MARKETING CAMPAIGN; PROGRAM TO INCLUDE MULTIMEDIA ADS, HISTORY-MAKING TIMES SQUARE BILLBOARD
AP&P TAPS TN MEDIA INC. TO HANDLE EIGHT O'CLOCK COFFEE
Become a Coffee Expert with These Simple Tips (Free Brochure Offer, Recipe).
Target Marketing & Promotions Delivers The Whole Story For Eight O'Clock Coffee Customers.
Eight O'Clock(R) Coffee: 150 Years Young and Counting...On America To Help Choose Their New Look.
Eight O'Clock(R) Coffee Launches 'Discover The Difference' $10,000 Online Contest.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters