Buffalo in the ’70s: Love that Joey, Love that Super Duper

By Steve Cichon

Joey Bean Heinz was already a veteran Western New York stage actress when she was tapped by Super Duper to appear in TV commercials with the supermarket’s weekly specials starting in 1975.

Buffalo News archives

Western New York quickly embraced the woman who spent at least a half hour a week on local TV—albeit in 30-second increments.

“People in supermarkets say you look so different on TV,” she told News reporter Anthony Cardinale in 1977. “Polish people think I look Polish, Italian people think I look Italian. I’ve become sort of a friend.”

Buffalo News archives

She was also the singer on several of Super Duper’s radio jingles—“Love that Super Duper!”

Joey was the spokesperson for the grocery chain from 1975-80, and then again from 1989-91—when most Buffalo-area Super Duper stores became Jubilee Markets.

Buffalo Stories archives

As a new Super Duper opened in the Central Park Plaza in 1979, shoppers were promised a chance to win a color television, free orange drink, and the chance to meet Joey. Below, during the blizzard of 1977, Joey tells us because of the storm—we’ll have to look for in-store specials instead of her usual circling of the lowest price. (at the 14:49 mark)

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Steve Cichon

Steve Cichon writes about Buffalo’s pop culture history. His stories of Buffalo's past have appeared more than 1600 times in The Buffalo News. He's a proud Buffalonian helping the world experience the city he loves. Since the earliest days of the internet, Cichon's been creating content celebrating the people, places, and ideas that make Buffalo unique and special. The 25-year veteran of Buffalo radio and television has written five books and curates The Buffalo Stories Archives-- hundreds of thousands of books, images, and audio/visual media which tell the stories of who we are in Western New York.