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Walgreens embraces Earth Day

BY Allison Cerra

DEERFIELD, Ill. — In celebration of Earth Day this weekend, Walgreens will turn off select interior lights and lighted exterior signage at 1,415 stores across the country for one hour on Saturday.

In New York, the Walgreens billboard in Times Square also will go dark, the drug store chain said.

“We can all do our part to help the planet,” said Walgreens community affairs director John Gremer. “We’re proud to continue our participation in this global effort because it sends a strong message that every individual can make an impact on the world’s energy consumption. And when the lights come back on, we want everyone to think about how they can keep our planet top of mind in their everyday lives.”

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DeVito/Verdi to continue handling Duane Reade’s advertising, public relations

BY Antoinette Alexander

NEW YORK — Duane Reade, which is owned by Walgreens, has extended its contract with DeVito/Verdi, the New York ad agency that assisted with its marketing metamorphosis.

"The street-smart ad campaign created by DeVito/Verdi certainly helped transform the Duane Reade brand," stated Paul Tiberio, SVP merchandising and marketing for Duane Reade. "We’re looking forward to having the agency continue to give voice to this iconoclastic brand."

The agency will continue to handle brand advertising, digital advertising, media buying and planning, and public relations for the 250-plus-store chain.

DeVito/Verdi began working with Duane Reade in 2008 to help recast and reposition the chain. The agency unveiled new ads that conveyed the message that Duane Reade is an essential part of the fabric of life in New York City. The brand-advertising campaign carried the line "Duane Reade. Your city. Your drug store."

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Tops reopens store in Dewitt, N.Y.

BY Alaric DeArment

WILLIAMSVILLE, N.Y. — Tops Friendly Markets staged a reopening celebration Tuesday to mark the renovation of its store in Dewitt, N.Y., near Syracuse.

The store, formerly operated as a P&C Foods store by the Penn Traffic Co., received a $2.5 million renovation over the last 14 months.

The store includes new aisle markers and the addition of a department specializing in healthy, natural and organic foods, as well as a café with free wireless Internet access.

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