Shopper Marketing - October 2016 - 138
future receipt with purchase of $50 worth
of eligible SKUs in a single purchase.
In stores, standees and shelf signs advertised the sweeps. Aisle violators and danglers touted the bulk-purchase incentive.
Qualifying products also were identified
on price labels. The effort was supported by carousel ads on Albertsons' chains'
websites, circular features, email blasts and
Facebook and Twitter updates.
At Ahold Delhaize's divisions, P&G
earned a spectacular presence. Stop &
Shop, Giant and Martin's hosted an exclusive sweepstakes from July 8 to Aug. 18
that was staged on a promotional website
(PGGoldenYear.com). Five winners designated a school of their choice to each receive $10,000 for the physical fitness department and a visit from both an Olympic
and Paralympic athlete. Westbury, New
York-based D.L. Blair handled the sweeps.
In stores, account-specific spectaculars
adorned with P&G's official "Proud Partner"
Olympics logo were positioned in either
the lobby or near the packaged household items aisle. The displays plugged the
sweeps with a "get your family ready for
a golden school year" message. Standees
that were part of the displays depicted the
participating Team USA athletes. Features
in the retailer's July 8 and July 29 circulars
supported the effort.
Ahold Delhaize's Hannaford offered a
bulk-purchase incentive, dangling $10 off a
y SHOPPER MARKETING OCTOBER 2016
future receipt with purchase of $30 worth
of select P&G SKUs from July 17 to Aug. 20.
Stanchion signs using the "Buy the brands
that support Team USA" message that P&G
employed at multiple retailers promoted
the deal in stores. Shelf tags identified eligible items.
A two-page feature in the retailer's July
24 circular touted the incentive and offered
deals on brands including Tide, Crest, Cascade, Tampax and Febreze. A home-page
display ad on Hannaford.com, ads in multiple emails, and Facebook and Twitter updates all linked to a list of qualifying SKUs.
Ahold Delhaize's Food Lion cast a wider
net, amending its back-to-school marketing
plans to unofficially tie in to the Olympics
with a "School of Champions" bulk-purchase
incentive encompassing 15 manufacturers
including Dr Pepper Snapple Group, Clorox Co., Nestle and PepsiCo.
From July 27 to Aug 16, MVP loyalty
cardholders who purchased five eligible
SKUs received a code redeemable for $10
in Visa digital rewards through Sept. 30
via a promotional page within FoodLion.
com. A home-page carousel ad, back-toschool webpage within FoodLion.com, ads
in multiple emails, and Facebook and Twitter updates all linked to the page.
In stores, endcap displays merchandised
eligible SKUs. Standees, circular features
and sponsored blog posts supported the