MARKETING: A. & P. Mystification

Most advertising campaigns are designed to put a company's best foot forward in as clear and precise a manner as possible. In a quaint switch on that policy, these days the Great Atlantic & Pacific Tea Co. is offering a blend of self-abasement and mystification. Last week, A. & P. introduced the public to two men whose white aprons proclaim them to be Price and Pride. Price—hair parted down the middle, wire-rimmed glasses, collar pin—looks like a study in fiscal conservatism; Pride, bow-tied and portly, looks expansive. In print and on TV they humbly admit that the supermarket chain...

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