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Reality TV Theme of New Harris Teeter Ad Campaign
CHARLOTTE, NC, April 2, 2001 --- It’s the story of human survival… with the help of a Harris Teeter Coolest Cooler.

This week, Harris Teeter will launch a television advertising campaign designed to ride the popularity enjoyed by reality TV shows. The four-spot series will follow the tale of a man stranded on a deserted island, who is elated to find a Harris Teeter Coolest Cooler as it washes up on shore. The campaign follows the castaway’s evolution on the island all the way to his return to civilization, Coolest Cooler in tow.

The new campaign is an effort to encourage Harris Teeter customers to participate in the latest store continuity, the “Coolest Cooler Giveaway,” to win a Harris Teeter Coolest Cooler, a $25 gift card and a coupon book worth $50. “We wanted to bring humor and a serial component to our campaign,” says Chuck Corbeil, VP of Marketing for Harris Teeter. “With the popularity of reality television, we thought it was a great opportunity to show the versatility of our new Coolest Cooler.”

The spots were filmed in Hunting Beach, just outside Beauford, SC. The campaign will run in select markets through the month of April.
Harris Teeter, Inc., with headquarters in Matthews, N.C., is a subsidiary of Ruddick Corporation (NYSE:RDK). Harris Teeter is ranked as one of the top 50 largest supermarkets in the United States with 2000 sales of $2.3 billion. The grocery store chain employs about 17,000 people and has 161 stores in North and South Carolina, Virginia, Georgia, Tennessee and Florida.