By Ken Dey | The Idaho Statesman

Leaders at Albertsons Inc. have turned to Hollywood in hopes that one day everybody will love Albertsons. The company has hired Patricia Heaton, co-star of television's "Everybody Loves Raymond" as its new national spokeswoman. 

Heaton has signed a multi-year contract to appear in a new national television and radio advertising campaign for the grocery store chain. 

"Albertsons is entering the most exciting growth period in its 63-year history," Albertsons Chairman and CEO Larry Johnston said in a statement Friday. "Patricia Heaton provides the instantly recognizable voice, humor and personality that will enable us to bring key messages to supermarket and drugstore customers." 

Johnston said Heaton will be the the center of a national consumer-focused campaign. The theme of the campaign will be announced next week, but it will be aimed primarily at women, ages 25-54, with children. 

National television commercials featuring Heaton will begin airing in June. 

Johnston said the new campaign will "establish Albertsons as the only food and drug retailer that is truly working hard to make life easier for today's consumers." 

In a statement released by Albertsons, Heaton said she was proud to be a part of the new campaign. "Diet, nutrition, health care and budget-planning are critically important to all of us, and they are issues that form the very core of the services at our neighborhood food and drugstores," Heaton said. 

This will be the first time Albertsons has used a celebrity spokesperson, and potentially could be the first time a celebrity spokesperson has been used by a supermarket chain. 

Britt Beamer, president of America's Research Group in Charleston, S.C., said he couldn't recall a celebrity promoting a grocery store chain, but he said it could be a good strategy. 

On television, Heaton plays the the very type of person Albertsons is targeting, which could be a draw to customers, Beamer said. 

"It's a pretty popular show and it appeals to that age customer," Beamer said. 

Kirk Smith, chair of Boise State University's Marketing and Finance program, said Albertsons could benefit by planning a campaign around Heaton's television image. 

"If the image they want to create is consistent with the celebrity's television image, it could go a long way," Smith said. 

Bob Toomey, an analyst with RBC Dain Rauscher in Seattle who follows Albertsons, said he's encouraged by the new campaign and believes it can be an effective strategy. 

"I think it's an uptick," Toomey said. "Obviously the risk they take is that they've got to pick the right person to connect with their audience, but I assume they've done their homework on that." 

Although some customers may relate to Heaton's television character, Beamer cautions that others will find her credible if it seems that she, rather than her character, engages in everyday activities like grocery shopping. 

If they don't find her credible, they won't pay attention to the advertising campaign, Beamer said. 

Smith said another danger of using celebrities is the possibility that certain behaviors in their own lives could detract from the advertising campaign. 

Smith points to examples such as Michael Jackson, whose Pepsi campaign was spoiled after allegations of child molesting. 

Despite the possible downfalls, Smith believes hiring Heaton is a good move. 

"I think it's a plus for the company, because they're grabbing somebody who is hot right now," Smith said. "She'll be a good attention-getting device." 

Heaton has earned two best comedy actress Emmys for her role as Deborah Barone, Ray Romano's wife. Heaton also published a book in 2002 called "Motherhood and Hollywood: How to Get a Job Like Mine." 

The book chronicles her childhood in a Cleveland suburb, her career growth and efforts to maintain a normal life in Hollywood while raising four children. Heaton is married to British actor David Hunt. 

Luck of the draw 

Celebrity endorsements can be a winner for companies, but marketing experts caution that the celebrities are human and sometimes their faults can reflect poorly on a product. Here are some recent examples of celebrity endorsements that were successful or turned sour. 

The Good 

Michael Jordan and Nike; Michael Jordan and Hanes underwear. Whatever Jordan touches turns to gold. 

• Captain Kirk and Priceline.com. Who would've thought that William Shatner could be that hip? 

• Flashback to the '70s. Polaroid cameras and James Garner and Mary Ann Hartley. We still think they were married. 

The Bad 

Hertz Rent a Car and O.J. Simpson. Need we say more? 

• Michael Jackson and Pepsi Cola. Allegations of child molesting and soda pop don't mix. 

• Martha Stewart and Kmart. Not a good investment.