Shopper Marketing - April 2017 - 128

INSTITUTE STRATEGIST

Brands and Retailers
Are Football Teammates
Across various product categories and retail channels,
account-specific activity rules for football marketing

By Institute staff

As football (and the National Football
League's Super Bowl, in particular) remains
the most popular sport (sporting event) in
the U.S., the "season" gives rise to a large
number of retailer-specific efforts as brands
seek a way to stand out from the crowd.
Among the highlights from the 2016-2017
season at retail:
At Kroger, Kellogg Co.'s Pringles earned
a special place in the fall flight of the retailer's annual "Game Day Greats" campaign
by running an exclusive "Battle of the Cans"
contest asking entrants to use a drum kit
made out of the chip's iconic cans. Pringles
introduced the contest in a video posted to
its YouTube channel that Kroger plugged on
its Game Day Greats campaign website. 
At Sam's Club, Unilever's Dove Men+Care
deployed custom pallet displays plugging an
account-specific sweepstakes awarding two
grand-prize trips to the 2017 Super Bowl in
Houston. Shoppers who purchased any two
SKUs from the brand entered by submitting
128

y SHOPPER MARKETING APRIL 2017

their receipt on a promotional website.
NFL sponsors Dannon Co. and Procter &
Gamble ran separate bulk-purchase incentives and sweeps at Ahold Delhaize's Hannaford. In-store signage, circular features
and social media updates supported the
efforts.
A partnership with Blue Buffalo stocked
PetSmart stores with exclusive "Stadium
Snacks" treats. Shelf blockers promoted
the limited-edition offering. A supporting
sweeps awarded a home entertainment system, a $1,000 store gift card and gear from
Blue Buffalo. A circular feature supported
the effort. San Ramon, California-based
FunMobility handled the sweeps.
At Albertsons Cos.' Jewel-Osco, Avocados from Mexico provided 17 stores with
custom refrigerated stations that enabled
preparation of fresh guacamole in the produce section. Daily sampling events, roadside
billboards, a circular feature, social media updates and radio spots supported the effort.



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

Contents
Shopper Marketing - April 2017 - Intro
Shopper Marketing - April 2017 - 1
Shopper Marketing - April 2017 - 2
Shopper Marketing - April 2017 - 3
Shopper Marketing - April 2017 - Contents
Shopper Marketing - April 2017 - 5
Shopper Marketing - April 2017 - 6
Shopper Marketing - April 2017 - 7
Shopper Marketing - April 2017 - 8
Shopper Marketing - April 2017 - 9
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