P.C. Richard & Son, a consumer electronics chain with 66 stores in New York, New Jersey, Connecticut and Pennsylvania, doesn't think much of all the other retailers opening on Thanksgiving Day.
In an ad that appeared in the Sunday edition of The Star-Ledger, the largest daily newspaper in New Jersey, the family owned and operated chain issued a call to "Save Thanksgiving" above a full-color photo of a cornucopia.
The ad copy read: "It is our opinion that retailers who choose to open on Thanksgiving Day or Night show no respect to their employees and their families, and are in total disrespect of family values in the United States of America. Keep Family First!"
Just above the "Save Thanksgiving" ad was a much smaller black and white announcement by the chain telling readers not to miss the company's circular in that day's paper.
How would you rate P.C. Richard & Son's "Save Thanksgiving" ad for effectiveness?