Sure, this has gimmick painted all over it, but who cares? It's fun, it's got the supermarket a load of PR (from us at least), it's different, and it's much more interesting that simply hearing the news from a soberly-dressed corporate automaton in a tedious press conference.
This is the way PR should be done. Don't just drone on inanely about your own achievements, pushing out lifeless press releases to anyone and everyone in your address book. Do something fresh - make your news a double story. Take a risk. Play around with publicity stunts. It might not work, but at least you'll have given it a go - and that's what entrepreneurialism is all about.
And you never know - make it unusual and smile-inducing enough, and it might be you featured on this blog next time.