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Live with A&P and Kelly.

MONTVALE, N.J.-BASED A&P IS GOING THE CELEBRITY ROUTE by teaming up with actress/talk-show host Kelly Ripa, who is serving as the chain's spokesperson. Ripa, co-host of ABC's Popular Live with Regis and Kelly morning program is touting A&P's Lower Price Project in television and radio commercials for the chain's A&P, Waldbaum's and Super Fresh banners.

"I'm so proud to be a part of the new Lower Price Project," says Ripa. "As a long-time A&P customer, I know exactly what people are looking for when they shop and the A&P team has really delivered tremendous value for their customers."

The ongoing Lower Price Project was launched in March and shoppers will eventually see as many as 10,000 across-the-board price reduction signs in the stores.

"Kelly personifies the A&P brand, as she shares our same dedication to family, quality and integrity," says Ron Marshall, president and CEO of A&P. "She grew up in our neighborhoods and she's warmly welcomed into our homes every morning. Kelly was the only person that I considered to inform our valued customers of this exciting new program."
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Title Annotation:trade TALK
Author:Turcsik, Richard
Publication:Grocery Headquarters
Date:Jun 1, 2010
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