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 is a proud Buffalonian helping the world experience the city he loves. writing about the people, places, and ideas that make Buffalo unique and special. The storyteller and historian has written six books, worn bow ties since the 80s, and is the News Director at WECK Radio. A 25 year Buffalo media veteran, Steve's contributed more than 1400 Buffalo History stories to The Buffalo News, worked at WIVB-TV, Empire Sports Network, and spent ten years as a newsman and News Director at WBEN Radio. He's also put his communication skills to work as an adjunct professor, a producer of PBS documentaries, and even run for Erie County Clerk. Steve's Buffalo roots run deep: all eight of his great-grandparents called Buffalo home, with his first ancestors arriving here in 1827.