Ralphs' Big Opening

Fresh Fare Ad Gets Downtown a Little Backwards

By Eric Richardson
Published: Monday, July 09, 2007, at 01:08PM

Fresh Fare Ad Corrected Eric Richardson [Flickr]
Fresh Fare Ad Eric Richardson [Flickr]

DOWNTOWN LOS ANGELES — The soon to be opened Ralphs Fresh Fare at 9th & Flower has been doing some heavy advertising of late, sending two glossy postcards to Downtown residents. The ad pictured here ran in yesterday's LA Times, and reader Michael scanned it and sent it in.

Originally I was going to post how I found it odd that the advertising has been completely dropping the Ralphs brand in favor of the Fresh Fare moniker. The mailers only use the Ralphs name in the return address. The store signage, though, prominently features the Ralphs name.

Sitting here looking at the ad (left, above), though, I couldn't help but feel that something was just a little bit off. It seems the ad designers thought Downtown didn't quite suit the vision they had for how the ad would lay out. If you pay attention you'll note that the image has been flipped horizontally. The version at right above shows how the view should actually look.

Tsk, tsk, Ralphs. We like our Downtown as it sits, not as best fits your ad copy.

Update (2pm): Turns out Michael's email actually mentioned the mirrored view, and I just didn't catch that part. So it isn't just me that it struck oddly.

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Ralphs' Big Opening

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Comments

1
Rico A writes:

Wow, great catch! I never would have noticed that.

# on Jul.09.2007 AT 01:24 PM
2
Ted writes:

Isn't it Fith and Fig, viewed from the Bonaventure, not Ninth and Flower?

# on Jul.09.2007 AT 01:37 PM
3
Eric Richardson writes:

Ted: Yeah. And the first ad showed Disney Hall. Neither has even tried to tie into the store's location more than it just being Downtown.

# on Jul.09.2007 AT 02:06 PM
4
Benjamin Pezzillo writes:

I once spotted an ad in Wired magazine for a name computer manufacturer which had flopped the Downtown skyline. I wrote a letter and asked for a prize. All I got was a 'thank you but no prize' response.

It amazes me to hear people make statements like Downtown Los Angeles has no 'landmarks' in its skyline (as was the case in a recent Los Angeles Times article), yet so many millions of people recognize LA's skyline in an instant -- some so well they can spot errors like these and call advertisers to task for it.

# on Jul.09.2007 AT 09:49 PM
5
Nick writes:

Keeping in line with the signage and branding conversation, I must say I think the signage that has gone up at the main entrance is disappointing. It almost looks temporary - is it? Definitely not as prominent as the renderings suggest and last time I saw it (at night), very poorly lit. While excessive signage can be a detraction, I think there are ways to elegantly and prominently incorporate it in the design of the facade that enhances the streetscape. I expected a bigger statement. Afterall, many think the opening of Ralphs is the best thing since sliced bread - which is now available in aisle 2.

# on Jul.10.2007 AT 11:29 AM

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