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LUCKY STORES ANNOUNCES NEW LOW PRICES IN SELECT CALIFORNIA AND LAS VEGAS MARKETS; STRATEGY AIMED AT HARD-HIT, RECESSION-WEARY CONSUMERS

 SALT LAKE CITY, Feb. 4 /PRNewswire/ -- American Stores Company (NYSE: ASC), the parent company of Lucky Stores, today announced a bold new pricing campaign for its southern California, Sacramento valley, and Las Vegas, Nevada, stores that will reduce prices on 2,500 items throughout the grocery and general merchandise departments. The campaign's theme, "Times are Tough. So We Got Tougher," is aimed directly at price conscious shoppers who have been hit particularly hard by the economic downturn.
 The Company said it will launch its campaign with an aggressive new advertising program on television and radio and in print, direct mail, and outdoor and in-store signs. According to the Company, the program is a direct result of consumer research that indicates that shoppers are looking for additional ways to save money, mostly out of necessity, due to the slow California economy.
 American Stores Company president and chief executive officer, Victor L. Lund, said, "Our research shows that consumers are evaluating each purchase carefully and trading down wherever they can. While Lucky has stood for low price leadership for over thirty years, we think the time is right to reinforce this message in a very visible way. This new pricing program will reinvigorate shoppers and help them make ends meet."
 New television and radio advertisements will feature Larry Del Santo, Lucky's chief operating officer, in a series of spots that talk about the ways Lucky is lowering prices and passing extra savings on to its customers.
 In one advertisement, Mr. Del Santo says, "Business as usual just won't cut it anymore. Families can't afford it. So we turned our supermarkets upside down to reduce the cost of food to our customers. And we've done just that. Lucky cut 2,500 prices."
 Mr. Del Santo continued, "Lucky is taking the lead in California, in effect establishing a partnership with the millions of California consumers who need help. Our customers have supported our stores for over a half-century. Now it's time to give something back."
 According to Mr. Lund, the price reductions are possible because of Lucky's efficiency in operations. "Lucky's low-cost structure lets us pass these savings onto the customer and is an important element in the program," said Mr. Lund. Additionally, as the largest supermarket chain in California, Lucky is taking advantage of its buying clout to negotiate even better deals with its vendors and passing the savings on to customers.
 A total of 272 stores will be part of the pricing campaign, 30 stores in the Sacramento valley area, 222 stores in southern California, and 20 stores in Las Vegas, Nevada. Overall, Lucky operates 431 stores in California and Nevada.
 -0- 2/4/93
 /CONTACT: Meredith Anderson, Vice President-Public and Government Relations of American Stores, 801-539-0112; or Judith Decker, Communications Manager for Lucky Stores Inc., 510-833-6000/
 (ASC)


CO: American Stores Company; Lucky Stores ST: Utah IN: REI SU:

EH -- LA020 -- 2921 02/04/93 11:10 EST
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Date:Feb 4, 1993
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