FITCHBURG SENTINEL, Mass. Aug. 18, 1970 

* Piggly Wiggly supermarket chain 
* Rare New England grand opening

Pages 14 & 15 has a nice displayable double page illustrated advertisement for the "GRAND OPENING - PIGGLY WIGGLY" in Fitchburg, Massachusetts. A few binding holes along the center fold.
Complete with all 20 pages, the mentioned binding holes along the spine, otherwise in nice condition.

Background: The August 1970 grand opening of a Piggly Wiggly in Fitchburg, Massachusetts, stands out as a remarkably rare retail anomaly in New England’s grocery history. While Piggly Wiggly revolutionized modern shopping as the pioneer of the self-service supermarket in 1916, its footprint remained overwhelmingly concentrated in the American South and Midwest, making a brand-new franchise in north-central Massachusetts during the 1970s an unusual regional outlier. Unlike the dominant local corporate giants of the era—such as A&P and First National Stores—this location brought the iconic, self-service Piggly Wiggly model directly into a mid-sized industrial Bay State city through an independent licensing agreement. The event itself served as a classic piece of 1970s Americana, featuring community celebrations, loss-leader promotional discounts, and automated checkout aisles, capturing a unique moment when a famous Southern retail staple briefly established a localized foothold in the heart of New England.