Shopper Marketing - April 2017 - 130

INSTITUTE STRATEGIST
At Walgreens, NFL sponsor Mars Inc.
activated the retailer's recurring "Game
Day Favorites" theme on custom dump
tables deployed in cross aisles, sidekicks in
the seasonal aisles and counter displays at
checkout.
Dr Pepper Snapple Group's Dr Pepper
and NFL sponsor PepsiCo's Tostitos each
ran cumulative, points-based purchase
programs at Dollar General. Display ads
and a co-op FSI with the former supported
the efforts.
At Meijer, Tyson Foods ran a sweeps
awarding entertainment centers, TVs
and sound bars. Norwalk, Connecticutbased Advantage Solutions handled the
sweeps. Floor clings, a seasonal Meijer.com
page, a digital circular feature and multiple
display ads supported the effort. Earlier in
the season, NFL sponsor Campbell Soup
Co. also ran a sweeps at Meijer. Support
included security wraps and side panels
on endcaps, radio spots, a series of videos
showing NFL players shopping at Meijer
stores that were posted on the retailer's
YouTube channel, and regional co-op FSIs.
Bethel, Connecticut-based teamDigital
Promotions handled the sweeps.
Publix partnered with Mars and PepsiCo for a sweeps awarding 2017 Hyundai
Tucson limited SUVs and trips to the 2018
Super Bowl in Minneapolis. Spectaculars
and circular features supported the effort.
PepsiCo also enjoyed additional attention

130

y SHOPPER MARKETING APRIL 2017

with themed cooler headers. Earlier, teamspecific pallet displays merchandising P&G
products promoted the partners' annual
"Tackle Everything" sweeps; QR codes on
the displays linked to the entry pages. Features in the retailer's circular and coupon
book supported the effort.
At Walmart, Mars earned a standout
spot within the retailer's longstanding
"Game Time" platform by recruiting ESPN
analyst and former NFL coach Herm Edwards to host "The Almost Game-Time
Show" leading up to Super Bowl LI. (See
page 6.) Participants submitted videos of
their pregame routine to vie for a trip to
attend Super Bowl LII in 2018. At the start
of the season, official beer sponsor of the
Super Bowl Anheuser-Busch InBev's Bud
Light took center stage, deploying "running back" and "fog tunnel" spectaculars
in Action Alley and using Game Time spots
on Walmart's in-store Smart Network to
promote the limited-edition, team-specific
packaging it deployed in corresponding
markets. St. Louis agencies Group360 and
Cannonball handled creative, advertising
and promotion.
At Speedway, Bud Light ran two separate sweeps, awarding prizes such as a trip
to the 2017 Super Bowl and a smart TV.
Cooler clings and rack headers promoted
the sweeps. Facebook, Twitter and Instagram updates from the retailer supported
SM
the effort.


http://www.Meijer.com

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
Shopper Marketing - April 2017 - 10
Shopper Marketing - April 2017 - 11
Shopper Marketing - April 2017 - 12
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Shopper Marketing - April 2017 - 16
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Shopper Marketing - April 2017 - 18
Shopper Marketing - April 2017 - 19
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Shopper Marketing - April 2017 - 21
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Shopper Marketing - April 2017 - 26
Shopper Marketing - April 2017 - 27
Shopper Marketing - April 2017 - 28
Shopper Marketing - April 2017 - 29
Shopper Marketing - April 2017 - 30
Shopper Marketing - April 2017 - 31
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