Shopper Marketing - September 2017 - 191

CREATED AND PUBLISHED BY:

JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG

FOOTBALL/TAILGATING: Leverages the sponsorships of major CPGs for promotions tied to the
College Football Playoff series and the NFL season.

SEP

HALLOWEEN: Displays merchandise seasonal
snacks and decorations.

OCT

HALLOWEEN: In 2016, partnered with Coca-Cola
Co.'s Fanta for a social media campaign.
HOLIDAY: Releases books of deals on toys, seasonal items and small appliances. Partners with
major CPGs for incentives and exclusive SKUs.

NOV

HOLIDAY: Extends store hours and offers exclusive digital coupons and online-only discounts.
VETERANS DAY: Provides a special discount for
members of the military.

DEC

DOLLAR GENERAL BOWL: Digital and in-store
activity touts the retailer's sponsorship of a college
football game.

JAN

SUPER BOWL: Official sponsors Mars
Inc. and PepsiCo
enjoy special attention with in-store, digital and
circular activity promoting exclusive coupons. The
retailer also promotes private-label party supplies.

FEB

VALENTINE'S DAY: Circular, display and digital
activity promote typical holiday gifts.
TAX SEASON: Offers coupons for bulk purchases
as a way to "stretch your tax refund."

MAR

SPRING CLEANING: Uses the Smart Coupon program
to incentivize bulk purchase of category products, with
SC Johnson and Henkel enjoying special attention.
EASTER: Confectionery and other inexpensive basket fillers are promoted with a seasonal web page
that also offers craft ideas and recipes.
MARCH MADNESS: Activity centers on circular
features from tournament sponsors.

APR

SUMMER/GRILLING: Displays and circular activity
spotlight grilling supplies, coolers and party needs.
ALLERGY RELIEF: Displays from relevant CPGs
enjoy secondary placement.

MAY

HOLIDAY: Brand partners supply themed recipes
and exclusive coupons.

BACK TO SCHOOL: Generic circular activity and
displays offer deals on school supplies. Brands
provide seasonal web pages and digital coupons.

SUMMER/GRILLING: Stores merchandise red,
white and blue decorations ahead of Memorial Day.
GRADUATION: Digital spotlight on gift cards.
NATIONAL PET MONTH: Attention in circulars.

JUN

JAN
FEB
MAR

THANKSGIVING/HOLIDAY: Largely generic activity focuses on cooking needs. Annual Food for
Sharing fundraiser benefits local food banks.
VETERANS DAY: Active service members, veterans and their families receive a 10% discount on
grocery purchases.

SUMMER: Spotlights seasonal recipes and exclusive SKUs and incentives from various CPGs.
FATHER'S DAY: Digital activity spotlights gift ideas.

SUMMER/GRILLING

JUL

MAR

APR
MAY
JUN

FOOTBALL/TAILGATING: Partnered with King's
Hawaiian Bakery West in 2016 for an exclusive
themed sweeps.
HALLOWEEN: Confectionery brands enjoy secondary display space.

CINCO DE MAYO: Offers deals on products for Mexican cooking and runs a themed e-commerce sale.
MOTHER'S DAY: Digital activity spotlights gift ideas.

BACK TO SCHOOL: Omnichannel campaign spotlights a mix of generic and national-brand school
supplies. A fundraiser for the Boys & Girls Clubs.

AUG

HOLIDAY: Strong support for gift cards, roasts,
food drives, floral (poinsettias), small kitchen
appliances and decor.

Stop & Shop, Giant-Landover and Giant/Martin's
HOLIDAY: Themed displays tout national brand
and private label products. Hanukkah also enjoys
display space.
Food Lion
HOLIDAY: A "Hollywood Holidays" program
awards movie tickets for bulk purchases.
Hannaford
HANNAFORD HELPS FIGHT HUNGER: Solicits
donation for food pantries at checkout.

FLAVOR EXCURSION: Spotlights internationally
inspired packaged foods with recipes and deals
presented through in-store tastings, dedicated
circulars and digital activity.
ROSH HASHANAH: Products for Jewish New Year
celebration get circular and display support.
HISPANIC HERITAGE MONTH: Hosts in-store
recipe tastings, demonstrations and giveaways
spotlighting Latin dishes.

AUTISM AWARENESS MONTH: Stores solicit donations at checkout for Autism Speaks.
EARTH DAY: Digital activity spotlights the retailer's sustainability efforts.
TAX SEASON: Offers discounts on e-commerce
purchases to encourage shoppers to spend their
refund money.

BACK TO SCHOOL

SEP

THANKSGIVING/HOLIDAY: Activity includes
"Black Friday" three-day sales, turkey price guarantee and matching, requests for donations to
local food banks at checkout, and various sweeps.

FOOTBALL/TAILGATING: "Ultimate Tailgate Party"
effort activates the retailer's own NFL sponsorships
to run in-store events and promote prepared foods.
Partners with P&G for a "Tackle Everything" sweeps.
BACK TO SCHOOL: Sells reusable bags to gather
donations for Tools for Back to School. A themed
tasting event spotlights kids snacks.

SPRING CLEANING: Bulk-purchase incentive
encourages purchases of relevant products from a
set of major CPGs.
EASTER: Digital activity and displays promote
confectionery, baking needs, gift cards, children's
movies and seasonal products.

FOOTBALL/TAILGATING: Spotlights party needs
with an omnichannel campaign including account-specific displays and recipes.
HALLOWEEN: In-store, digital and circular activity
spotlights costumes and confectionery.

OCT

media engagement with a
paign.

NOV

6, partnered with Mars
ampaign operating under
s platform.
E TABLE: Uses a variety of
or Feeding America.
sifies with bulk-purchase
ns and displays plugging

DEC

tock solutions from numerd vaccines to a fundraiser

Stop & Shop, Giant-Landover and Giant/Martin's
HOLIDAY: Annual Food for Friends fundraiser solicits donations for local hunger relief efforts. Displays
promote seasonal prepared foods.
COLD & FLU: Plugs OTC remedies.
Food Lion
HOLIDAY: Sells boxes of private label food to
donate to Feeding America-affiliated food pantries
and solicits cash donations at checkout. Displays
spotlight baking and hosting needs and gifts.
Hannaford
COLD & FLU: Offers discounts on OTC and personal
care products.
THANKSGIVING/HOLIDAY: Displays spotlight prepared foods and holiday baking needs. Stores solicit donations for The Salvation Army at checkout.
HANNAFORD HELPS FIGHT HUNGER: Purchases
of select private label products trigger donations.

BACK TO SCHOOL: Uses a "Back to School Sale"
theme to highlight discounts on key categories.

VALENTINE'S DAY: Confectionery gets most of
the attention in stores.

HOLIDAY: Themed displays spotlight decorations, gift
wrapping items, apparel, tableware and other seasonal needs while also plugging various SKUs as gifts.

NOV

olicits donations for the
y and Susan G. Komen
for other activity tied to
s "Breast Cancer Aware-

STOCK UP
SALE: Unites
multiple manufacturers for a
bulk-purchase
incentive.
HALLOWEEN:
Focuses on seasonal produce,
confectionery
and fall-themed
beverages.

BERRY BASH: Spotlights seasonal produce, and
products that contain or can be served with berries in a dedicated circular.
FATHER'S DAY: Delivers purchase incentives on
men's grooming products.
PRODUCE FOR KIDS: Among the handful of
retailers that team annually with the nonprofit to
support Feeding America.
STORM BASICS:
An annual program for hurricane
season spotlights
emergency
needs (batteries,
flashlights) and
non-perishables,
with Conagra as
lead partner.

SUPER BOWL:
Promotes party
fare from major
CPG manufacturers through digital coupons.

HOLIDAY: Spotlights affordable gifts with an
annual "Toy Book" and collects donations at
checkout for the Boys & Girls Clubs of America.

DEC

G: Account-specific efforts
tend the season beyond
ats campaign.
plays receive plenty of

OCT

MILK DRIVE: Sells donaeding America.

Stop & Shop, Giant-Landover and Giant/Martin's
FATHER'S DAY: Gift items and greeting cards get
secondary merchandising space.
SPRING ALLERGY RELIEF: Solutions from major
CPGs enjoy secondary placement in stores.
SUMMER/GRILLING: A "Blockbuster Summer"
bulk-purchase incentive awards movie tickets.
CELIAC AWARENESS MONTH: Runs a bulk-purchase incentive for gluten-free products.
MOTHER'S DAY: Circular features tout Peapod as a
way to deliver flowers.
Food Lion
SUMMER/GRILLING: Runs an instant-win game
with entry tied to bulk purchases.
CINCO DE MAYO: Ingredients for Mexican cooking
are merchandised on dedicated displays.
MOTHER'S DAY: Displays spotlight greeting cards
and position cooking needs as gifts. Circular activity
focuses on personal care products.
TEACHER APPRECIATION DAY: Offers teachers a
discount in stores and positions apples, prepared
foods and flowers as gifts.
STAMP OUT HUNGER FOOD DRIVE: Sponsors the
National Association of Letter Carriers at the U.S.
Postal Service's annual campaign.
Hannaford
SUMMER/GRILLING: In 2017, ran a "Savor the
Flavors of Summer" sweeps and bulk-purchase
incentive with 15 CPGs.
MOTHER'S DAY: Confectionery products get spotlight in stores.

NATIONAL PET MONTH: Offers deals on the
category from private label and national brands
through displays, a dedicated coupon book and
digital activity.
CINCO DE MAYO: Hosts a sampling event spotlighting Mexican fare and gives relevant products
secondary display space.
GRILLING: Displays spotlight private label meat.
MOTHER'S DAY: Digital activity offers recipes and
positions perimeter department offerings as gift
ideas.

JUL

ght is nearly identical to

EARTH DAY: Promotes
sustainability efforts while
encouraging the purchase
of reusable bags and
eco-friendly products.
EASTER: Seasonal
confectionery SKUs enjoy
secondary placement.
MARCH FOR BABIES: Annual campaign to benefit
the March of Dimes enlists
manufacturers for coupon
offers and donations.

AUG

HUNGER IS: Purchases of participating items
throughout the month trigger donations to the
Hunger Is program co-hosted by Feeding America.
Shoppers can also make donations at checkout or
donate bags of food.
FOOTBALL/TAILGATING: Wear the chain's local
NFL team jersey to the store on Sundays and
receive a discount on the total receipt.

Stop & Shop, Giant-Landover and Giant/Martin's
SUMMER/GRILLING: Seasonal products and
themed displays enjoy plenty of space in stores.
MAJOR LEAGUE BASEBALL: Displays from team
sponsors bring the theme to stores.
EARTH MONTH: Circular features tout the chains'
sustainability efforts and green brands.
Hannaford
EARTH MONTH: Runs bulk-purchase incentives
with organic and natural brands and spotlights its
sustainability efforts.

Stop & Shop, Giant-Landover and Giant/Martin's
THANKSGIVING: Displays for themed products
appear in stores at the beginning of the month.
Food Lion
HALLOWEEN: Runs a themed instant-win game
and sweeps involving 30 brands.
NASCAR: Smithfield Foods activates its sponsorship with an exclusive sweeps.
BREAST CANCER AWARENESS: Gives away pink
carnations and sells pink baked goods.
COLD & FLU: Unites remedies from multiple manufacturers on in-store displays.
Hannaford
BREAST CANCER AWARENESS: Spotlight on pink
apparel, appliances and accessories.
HANNAFORD HELPS FIGHT HUNGER: Sells boxes
of private label products to donate to food pantries.

MARCH MADNESS: Partners with official sponsors
Coca-Cola and Mondelez International's Nabisco
for a sweeps. Tournament sponsor Unilever enjoys
circular activity.
SPRING CLEANING SALE: Omnichannel campaign
spotlights household cleaning products from
major manufacturers.
BASEBALL: MLB sponsor Church & Dwight Co.
gets circular attention.
ST. PATRICK'S DAY: Spotlights Irish recipes
through the Aprons Simple Meals program.
PASSOVER: Displays and circular features spotlight foods for the Jewish holiday.

SEP

BEST ROAD TRIP EVER: A caption contest awarding a car sponsored by multiple CPGs. Each chain
has a discrete contest.
BACK TO SCHOOL: In-store signage and displays
complement the circular activity.

Stop & Shop, Giant-Landover and Giant/Martin's
HALLOWEEN: Themed displays move the holiday
beyond confectionery and snacks to cosmetics and
personal care products.
FOOTBALL/TAILGATING: Party needs get plenty of
merchandising space.
FALL ALLERGY RELIEF: Solutions from major CPGs
enjoy secondary placement in stores.
COLD & FLU: Displays tout in-store vaccination
services.
Food Lion
FOOTBALL/TAILGATING: A "Quarter Back"
bulk-purchase incentive gives loyalty cardholders
$1 off a future trip with the purchase of four private
label SKUs. CPG partners provide a variety of other
themed incentives and sweeps.
FALL: Devotes plenty of display space to seasonal
products and runs a themed continuity program.
HALLOWEEN: Themed confectionery products
enjoy plenty of display space.
Hannaford
HANNAFORD HELPS SCHOOLS: Purchases of four
SKUs from a list of 1,600 trigger a $3 donation to the
school of the shopper's choice. P&G and Colgate-Palmolive stand out with complementary promotions.
HALLOWEEN: Displays stock themed snacks and
confectionery.

VALENTINE'S DAY: Themed activity expands
beyond standard holiday needs to also include the
pet department.
VIVA ITALIA: An annual multiweek program uses
heavy circular and display activity to promote
products used in Italian-inspired cooking.
FROZEN REWARDS CLUB: Three-month campaign
rewards shoppers who spend $30 on Conagra
Brands frozen products with a $10 store gift card.

OCT

JUL

ONTH: Digital activity
hes.
onery and other themed
econdary display space.
ghts imported products
ays and a sweeps.
hemed displays spotlight

AUG

s group together OTC
ous brands.

BACK TO SCHOOL: Circular activity spotlighting
supplies and grocery needs begins.
SUMMER: Bulk-purchase incentives tie in to summer holidays including the 4th of July.

SEP

ites numerous CPGs for an
eavy display and advertis-

Stop & Shop, Giant-Landover and Giant/Martin's
BACK TO SCHOOL: School supplies and themed
displays enjoy secondary merchandising space.
Food Lion
BACK TO SCHOOL: Runs a bulk-purchase incentive
leveraging General Mills' Box Tops for Education
program.
Hannaford
BACK TO SCHOOL: Positions its Guiding Stars nutrition labeling system as a way to find healthy school
lunch options through a bulk-purchase incentive.

SUPER BOWL:
Partners with
official sponsors
PepsiCo and Mars Inc. for a sweeps and hosts
themed tasting events.
SPECIAL OLYMPICS: Decades-old fundraising
campaign with P&G.
NEW YEAR: Digital and circular activity focuses on
healthy eating.

NOV

themed displays spotlight

gely generic activity offers
plies.
GS: Digital coupon event
ASCAR sponsorship and

FATHER'S DAY: Incentivizes purchases of gift
cards and grill fare.
NATIONAL DAIRY MONTH: Circular features
promote dairy; some chains run sweeps requiring purchase of qualifying products, often with a
cause element.
FUEL YOUR TRIP: A 2017 campaign united key
CPGs to tie in to summer road trip season by
dangling additional Gas Rewards points on eligible
purchases.

Stop & Shop, Giant-Landover and Giant/Martin's
EASTER: Features and displays showcase basket-fillers; Passover gets strong feature support.
MARCH MADNESS: Runs a bulk-purchase incentive
with official sponsors, with themed displays earning
significant space in stores.
FROZEN FOOD MONTH: Spotlights the category
through a bulk-purchase incentive.
ST. PATRICK'S DAY: Savory magazine articles provide festive recipes.
Food Lion
MARCH MADNESS: Partners with official tournament sponsors on a bulk-purchase incentives and
sweeps while also using the occasion to activate its
Food Lion Feeds platform and incentivize purchases
of private label brands.
EASTER: Confectionery brands receive secondary display space while circular features promote basket fillers
and meal needs, and digital activity promotes recipes.
Hannaford
SPRING CLEANING: Offers deals and coupons for
cleaning products from major manufacturers.
EASTER/PASSOVER: Holiday needs earn secondary display space.
NATIONAL NUTRITION MONTH: Offers coupons
for health-focused brands, runs a themed sweeps,
and uses circular activity to plug the Guiding Stars
nutrition labeling program and services offered by
the chain's dietitians.
FROZEN FOOD MONTH: Unites major category
players for a bulk-purchase incentive.
MARCH MADNESS: Circular features and displays
promote party needs.
GRILLING: Kicks off the season early with circulars.

Stop & Shop, Giant-Landover and Giant/Martin's,
Food Lion, Hannaford
SUMMER/GRILLING

DEC

s and circular activity spotng needs.

MOTHER'S DAY: Circular support for typical holiday
buys including gift cards and floral arrangements.
GRADUATION: Promotion for bakery goods and
prepared foods.
MEMORIAL DAY/SUMMER: Category-specific
promotions are supported by exclusive programs
from manufacturers.
NATIONAL PET MONTH: Chains spotlight pet food
and products in circular features.

APR

ns outdoor needs, confecre products as gift items.
promote third-party gift
supplies.
an food and beer are spotctaculars.

APR

NDS: Digital, mobile and
e points earned by using

JUN

ES: Solicits donations for
ores. Partners with fellow
for additional contribu-

SPRING: Heavy circular promotion for grilling
needs as well as lawn and gardening tools.
EARTH DAY: Circular features highlight natural,
organic and eco-friendly food options as well
as floral arrangements. Some stores hold Earth
Month events.

MAY

EF: Displays group OTC
ous brands.
BALL: Sponsoring brands

FROZEN FOOD MONTH: Promotes frozen fare in
circular features; has offered a coupon booklet with
purchase of a freezer and run chain-specific sweeps.
EASTER/PASSOVER: Focuses on confectionery; Kosher and unleavened foods receive attention as well.
LENT: In-store signage and circular features highlight seafood.
ST. PATRICK'S DAY: Spectaculars in the liquor
aisles and store lobbies support. Circular features
offer deals on cabbage, corned beef and alcohol.

MAY

nites numerous CPGs for
gn including instant-win
account-specific displays,
social media activity.
digital coupons for
outs its sustainability

MAR

deals on dozens of cose brands along with digital

Stop & Shop, Giant-Landover and Giant/Martin's
VALENTINE'S DAY: Displays spotlight confectionery
and gift items.
Food Lion
COLLEGE BASKETBALL: Promotes its CIAA sponsorship with digital and social media activity and a
hunger relief campaign.
VALENTINE'S DAY: Confectionery, themed prepared foods and other gift items enjoy secondary
merchandising space.
Hannaford
VALENTINE'S DAY: Seasonal confectionery enjoys
plenty of secondary display space.

JUL

emed displays enjoy plenty

Stop & Shop, Giant-Landover and Giant/Martin's
NATIONAL DAIRY MONTH: Circular features offer deals
on the category. Savory delivers dairy-focused recipes.
SUMMER/GRILLING: Giant-Landover partners with
PepsiCo to sponsor the annual National Capital Barbecue Battle, promoting the event with in-store displays.
Food Lion
SUMMER/GRILLING: Offers deals on grilling needs
from major CPGs.
FATHER'S DAY: Themed circular features spotlight
prepared foods.
NATIONAL DAIRY MONTH: Circular activity spotlights organic milk, cheese and breakfast needs.
Hannaford
GRADUATION: Displays promote cakes and flowers.
HANNAFORD HELPS FIGHT HUNGER: Cause
campaign makes donations based on purchase of
Guiding Stars products.
SUMMER/GRILLING: Circular and digital activity
spotlights party platters and cookout needs.

AUG

FEB

ircular features spotlight
toys and other basket
ds.
EF: Displays and circular
roducts from private-label

SEP

VALENTINE'S DAY: Focuses on confectionery,
floral arrangements and greeting cards.
MONOPOLY: A multi-faceted, five-month promotion that centers on a collect-and-win game and is
supported by a volley of P-O-P materials, circular
features, and digital and mobile marketing.

Stop & Shop, Giant-Landover and Giant/Martin's
SUPER BOWL: Bulk-purchase incentives and
displays spotlight party needs and product from
official sponsors.
Food Lion
PICK YOUR PLAY: Unites major CPGs for a Super
Bowl-themed sweeps.
COLLEGE BASKETBALL: Partners with Coca-Cola to
activate their joint sponsorship of the Central Intercollegiate Athletic Association women's basketball
tournament by running a scholarship contest.
RETURN TO SCHOOL: Marks the end of the holidays with a bulk-purchase incentive tied to General
Mills' Box Tops for Education program.
Hannaford
GAME ON: Super Bowl sponsors Procter & Gamble and Dannon Co. lead activity with sweeps and
bulk-purchase incentives.

BASEBALL SEASON: Major CPGs activate their MLB sponsorships in stores.
NATIONAL PET MONTH: Runs a
bulk-purchase incentive and sweeps.

OCT

March to Savings" inbrands from a bevy of
official NCAA sponsors get

NOTE: Ahold Delhaize, formed
through the July 2016 merger of
Belgium-based Delhaize Group and
Netherlands-based Royal Ahold, maintains many banner-specific promotions (listed below), although these
may change as operations become more integrated.

NOV

H: Displays, circulars
mote in-store cholesterol
ge shoppers to ask phardvice.

FEB

ers loyalty cardholders
Fuel Points and discounts

SUPER BOWL:
Focuses mainly on
bakery goods, prepared foods and bulk-purchase incentives. Chains
team with brands for account-specific sweeps.
DIABETES: Promotes eating healthy; offers free
store tours with a professional to help plan a diet.
HOCKEY: Chains activate sponsorships of local
professional and youth league teams to stage
sweeps; many participate in Kraft Heinz Co.'s
annual Hockeyville cause campaign.

DEC

ruth private label.
ght of "Game Day Greats"
al coupons, an instant-win
y in-store support.

JAN

SEPTEMBER 2017

HOLIDAY

Table of Contents for the Digital Edition of Shopper Marketing - September 2017