2017 Retail Promo Guide - 6
BACK TO SCHOOL: Abundance of "smart savings" promoted in circulars and in stores adds another layer of
COLD & FLU: Eight-month season kicks off with a focus
on flu shots.
BACK TO SCHOOL: Integrated campaign that typically
launches the week after the 4th of July. Support comes
from numerous manufacturers, including Johnson & Johnson and Hallmark's Crayola. Complementary "Get a Shot,
Give a Shot" theme promotes immunizations and emphasizes a cause element.
HALLOWEEN: P-O-P heavy campaign garners support
from Hershey, Mars Inc. and others with a "Halloween
BREAST CANCER AWARENESS: Includes support for
Susan G. Komen.
COLD & FLU: Retailer uses a "get ready for cold & flu
FATHER'S DAY: Similar to the Mother's Day effort but
smaller in scale.
COLD & FLU: Focus expands to cold & flu products.
FOOTBALL/TAILGATING: Seasonal "Game Day Favorites"
campaign gets support from multiple promotional partners, including alcoholic beverage manufacturers.
HOLIDAY: Executes a fully integrated campaign with
various themes that typically includes a toy drive in partnership with Berkshire Hathaway's Duracell. One promotion typically offers "Jingle Cash" (aka Register Rewards).
DIABETES AWARENESS MONTH: Offers free in-store
glucose testing and collects donations for the American
Diabetes Association at checkout.
MARCH MADNESS: Using recurring "Game Day Favorites"
theme, program leverages the official NCAA sponsorships
of manufacturers (Coca-Cola Co., Hershey Co. and Mondelez International) for a tie-in to the Division I men's basketball tournament. Also partners with Unilever separately.
ALLERGY RELIEF: Campaign launches as spring begins
with support from most of the major category brands.
Retailer promises "buy two products, get third free."
EASTER: Employs a P-O-P heavy campaign that typically
boasts multiple promotional partners, including Mars Inc.'s
Starburst and Hershey's Cadbury. Circular features support.
SUMMER: Showcases summer essentials such as sunscreen,
grilling accessories, insect repellent, toys and snacks/beverages. Positions store as "summer base camp." Also offers
Memorial Day deals.
GRADUATION: Promotes gifts for occasion.
HEART HEALTHY MONTH: Program brings brands together for themed endcaps. Supports the American Heart
Association by offering free blood pressure tests and raising
RED NOSE DAY: The exclusive retailer partner of Comic
Relief's charity enlists support from numerous manufacturers for a massive campaign.
MOTHER'S DAY: Employs a consistent theme across multiple marketing vehicles leading up to the holiday. Circular
features offer gifts to "make mom happy."
SPRING CLEANING: Promotion promises "buy two, get
third free" on household cleaning products.
NEW YEAR: Integrated campaign receives support from
a plethora of brands; focuses on "healthy deals" and "new
year, new beauty."
SUPER BOWL: "Game
Day Favorites" campaign gains the support
of official NFL sponsors
(PepsiCo, Anheuser-Busch and Mars Inc.) as well
as others. Messaging
encourages shoppers to
"Score Great Savings."
Promotions focus on
"gifts to love" (candy,
cosmetics, etc.) with
special emphasis placed
on greeting cards from
HOLIDAY: Circulars promote "gifts
NEW YEAR: As Jan.
1 approaches, promotions focus on
"healthy deals" and