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Media Alerts and Press Releases
4/23/2003
Cardboard Cowboy Spurs New Advertising Campaign...
Harris Teeter unveils series of four new commercials based on actual events

"Charlotte, NC - Beginning today, Harris Teeter premieres the first of four new commercials that feature re-enactments of real perils faced by our cardboard Harris Teeter Ranchers in stores.

Actual events spurred us to create a series of commercials that highlighted the lengths women are going to get their hands on the Harris Teeter Rancher.

Women of all ages are swooning over our cardboard cowboy. Many stores report lipstick-smeared displays. Almost every one of the life-size cut outs has a list of women's names and numbers on the back – all wanting to take him home at the end of our promotion. And we've even had a few disappear altogether. Our sources confirm that a cardboard Harris Teeter Rancher might be living in a sorority house or two, or three...

Why the new campaign? Our store managers kept ordering new Rancher displays and we finally had to ask why? "The real stories were so outrageous we couldn't believe some of the things we were hearing from our store managers," says Chuck Corbeil, Vice President of Advertising and Marketing for Harris Teeter. "In writing the commercials, we just looked to lend a little theatrics to the actual events and the result is a reality-based campaign that we feel our customers will definitely identify with," Corbeil adds.

Harris Teeter has outfitted a PT Cruiser with our Rancher's photo and it's turning heads just the same. Customers can catch our cowboy in person as he makes in-store appearances in the coming weeks. And they can definitely catch him on the small screen as Harris Teeter's leading man as the campaign unfolds during the next month.

Media Contact: Tara Stewart
704.844.3904, tstewart@harristeeter.com

Harris Teeter Rancher
In-Store Appearance Schedule May 2003
May 3, 2003 in Wilmington, NC
Stores:#1623501 Oleander Drive10:00AM - 11:00 AM
 #1414310 Shipyard Blvd., Longleaf Mall11:30 AM- 12:30 PM
 #158820 S. College St1:30PM - 2:30 PM
 #102Ogden Plaza, 6840 N. Market Street3:00 PM - 4:00 PM
 #5Galleria Shopping Center, 6800 Wrightsville Ave.4:30 PM - 5:30 PM
May 10, 2003 in Charlotte, NC
The Rancher will take to Lowe's Motor Speedway to serve as the pace car for the NAAR walk to raise money for Autism research. Join him in a lap around the speedway to cheer on the walkers.9:00am - 10:30am
Stores:#209Rosedale Shopping Center, 9925 Rose Commons Dr.12:30 pm - 1:30pm
 #179Jetton Village, 19815 N. Cove Rd. 2:00pm - 3:00pm
 #121Waterside Shopping Center, 149 Cross Creek Rd.3:30pm - 4:30pm
May 17, 2003 in Charleston, SC
Stores:#277290 East Bay Street10:00AM - 11:30 AM
 #28Oak Point Center, 675 Folly Rd.12:30 PM - 2:00 PM
 #19Village Pointe, 920 Houston Northcutt Blvd.2:30 PM - 4:00 PM
 #87Longpointe Shopping Center, 620 Longpointe Rd.4:30 PM - 6:00 PM