Shopper Marketing - April 2016 - 140


INSTITUTE STRATEGIST

NFL Sponsors Stand Out
In grocery channel, PepsiCo and Mars take advantage
of pre-Super Bowl timeframe

By Samantha Nelson

Official sponsors of the Super Bowl were
big winners in the grocery channel in the
lead-up to the big game, running accountspecific programs at some chains while also
earning special prominence in retailer-driven programs.

At Publix
Publix partnered with National Football
League sponsors PepsiCo and Mars Inc. for
an exclusive sweepstakes. In-store gondolas
merchandising PepsiCo soft drinks (along
with Dr Pepper Snapple Group's Dr Pepper) were outfitted with headers promoting
the sweeps, which awarded five grand-prize
2016 Hyundai Tucson SUVs. Five other winners received a trip to Super Bowl LI in Houston and 1,000 runners-up won a $20 store
gift card. Consumers entered from Dec. 27,
2015, to Feb. 8 by calling or texting a designated number. A feature in the retailer's
Jan. 2 circular touted the sweeps along with
discounts on SKUs from the participating
manufacturers.
140

y SHOPPER MARKETING APRIL 2016

PepsiCo earned additional secondary
merchandising space with national dump
bins and floorstands activating the manufacturer's NFL sponsorship.

At Albertsons
Albertsons partnered with the same two
manufacturers to stage a company-wide
"All for Super Bowl" sweepstakes. Running
Dec. 30 through Feb. 7, the sweeps awarded
a grand-prize $50,000 and 300 runner-up
$50 NFLShop.com gift cards. Participants
entered on a promotional website with a
code earned by submitting - via email or
text message - a receipt documenting the
purchase of two participating items. The eligible products spanned PepsiCo's flagship
beverages, Quaker hot cereals and Frito-Lay
chips, snacks and dips, as well as select items
from Mars' Skittles, Starburst, Snickers, Twix,
Milky Way and M&M's candies.
In stores, spectaculars and cooler headers
promoted the sweeps. Price labels identified
qualifying products. Display ads on chain


http://www.NFLShop.com

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

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
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