MONTVALE, N.J. — A&P has enlisted talk show celebrity Kelly Ripa to pitch its new Lower Price Project price-cutting program to consumers.

A&P has enlisted talk show celebrity Kelly Ripa to pitch its new Lower Price Project price-cutting program to consumers.

The Mid-Atlantic supermarket chain said Thursday that Ripa, co-host of ABC-TV’s popular "Live with Regis and Kelly" morning talk show, will be promoting the retailer’s reduced prices in upcoming television and radio commercials.

"I’m so proud to be a part of the new Lower Price Project," Ripa said in a statement released by A&P. "As a long-time A&P customer, I know exactly what people are looking for when they shop, and the A&P team has really delivered tremendous value for their customers."

The food and drug retailer launched the Lower Price Project in March at its more premium stores under the A&P banner. Calling the effort its most comprehensive price reduction program ever, the company said that as the initiative is rolled out over the next several weeks, consumers will see across-the-board price cuts on as many as 10,000 shelf signs in stores.

"We are very passionate about listening to our customers and responding in ways that resonate with their overall shopping experience. One of the areas that has become critical in this challenging economic environment is value. The new Lower Price Project is yet another way of delivering more value on the best selection of fresh food and groceries," A&P president and chief executive officer Ron Marshall said in a statement.

"Kelly personifies the A&P brand, as she shares our same dedication to family, quality and integrity. She grew up in our neighborhoods, and she’s warmly welcomed into our homes every morning," Marshall commented. "Kelly was the only person that I considered to inform our valued customers of this exciting new program."

The retailer also recently trimmed prices on more than 400 prescription generic drugs to $3.99 for up to a 30-day supply.

A&P operates 433 stores in eight Mid-Atlantic states and the District of Columbia under the banners A&P, Waldbaum’s, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, SuperFresh and Food Basics.