Shopper Marketing - March 2016 - 136


INSTITUTE STRATEGIST
the brand were included in the "Ready for
Action" product bag the retailer offered
last summer as part of its "Ready for Action
Week." Made by RIJI Green, a Centerville,
Virginia-based manufacturer of bags and
wallets that donates a portion of its proceeds to nonprofits that combat human
trafficking, the limited-edition bag cost $12
and boasted an estimated retail value of $50.
In-store stanchion signs promoted its
availability; floorstands previewed the bag's
contents and a counter card counted down
the days until it was available. An assortment of digital activity supported the effort.
Earlier, Tom's of Maine also was included
as one of 12 brands delivering coupons in a
kids' activity book created through a partnership with Collingswood, New Jerseybased Mambo Sprouts Marketing and
benefitting the retailer's Whole Kids Foundation. Brands paid $5,000 to appear in the
book, according to the sponsorship section
of the nonprofit's website.
Stores sold the $3 books at checkout
and customer service counters. The coupons provided a total of $13 in discounts
and were valid throughout 2015. Display
ads, email ads and social media activity supported the effort.

Pet Stores
Last fall, Hill's Science Diet helped Mars
Inc.'s Banfield Pet Hospital run a "Paws for
Pet Health" event in PetSmart stores on
Oct. 10-11. Nutritional consultants offered
136

y SHOPPER MARKETING MARCH 2016

personalized pet food advice and handed
out vouchers for free wellness checks at the
in-store veterinary clinics, which Mars exclusively operates at the retailer.

Halloween-themed pallet displays merchandising Hill's Science Diet used the Paws
for Pet Health message. Flyers distributed on
store circular racks promoted the event while
delivering coupons for Hill's Science Diet or
Ideal Balance cat and dog food valid from Oct.
5 to Nov. 30. Hill's supported with updates on
its Facebook and Twitter pages, as well as display ads on websites such as CatchFred.com.
The partners ran similar events earlier in
2015, on Feb. 7-8 and Sept. 19-20, and again
in 2016 on Jan. 16-17.
Hill's was also active at Petco by participating in the retailer's "50th Anniversary
Sale." Petco offered Hill's dog treats free
with purchase of the brand's dog food from
SM
Sept. 27 to Oct. 10.


http://www.CatchFred.com

Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
Shopper Marketing - March 2016 - 13
Shopper Marketing - March 2016 - 14
Shopper Marketing - March 2016 - 15
Shopper Marketing - March 2016 - 16
Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
Shopper Marketing - March 2016 - 22
Shopper Marketing - March 2016 - 23
Shopper Marketing - March 2016 - 24
Shopper Marketing - March 2016 - 25
Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
Shopper Marketing - March 2016 - 29
Shopper Marketing - March 2016 - 30
Shopper Marketing - March 2016 - 31
Shopper Marketing - March 2016 - 32
Shopper Marketing - March 2016 - 33
Shopper Marketing - March 2016 - 34
Shopper Marketing - March 2016 - 35
Shopper Marketing - March 2016 - 36
Shopper Marketing - March 2016 - 37
Shopper Marketing - March 2016 - 38
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Shopper Marketing - March 2016 - 40
Shopper Marketing - March 2016 - 41
Shopper Marketing - March 2016 - 42
Shopper Marketing - March 2016 - 43
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