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06/15/2021

Ahold Delhaize Celebrates Pride

Jacqueline Barba
Associate Editor
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Ahold Delhaize USA is amplifying its Pride Month promotions this year, and making clear its stance on LGBTQ+ rights with help from likeminded CPG partners.

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Giant Food, Stop & Shop and the Giant Company’s Giant and Martin’s are leading the efforts with the launch of immersive “Pride 2021” e-commerce experiences within their websites. The colorful Pride hubs, which vary slightly by chain, spotlight LGBT-owned brands and founders and their background story, list special offers from participating brands, and highlight chain initiatives and collaborations supporting the LGBTQ+ community. (Hannaford and Food Lion also operate a dedicated Pride Month e-commerce hub, though not as busy.)

"Over the past year, we have been working to bring more awareness to our LGBT-owned products through our shelf-labeling program and media campaigns,” Ira Kress, president of Giant Food and executive sponsor of the grocer's Pride Business Resource Group, said in a recent media release. “The Pride Month online experience is another great opportunity for customers to discover these products and join us in supporting our LGBTQ+ business partners."

The Pride hubs also include exclusive recipes curated by celebrity chef, cookbook author and LGBTQ+ advocate Elizabeth Falkner, linking to a dedicated web page introducing the chef and showcasing multiple recipes paired with videos showing Falkner preparing each dish. The destination also offers a shopping list and instructions.

Email ads as well as carousel and display ads on chain home pages promote the hubs. 

Procter & Gamble

Giant Food, Stop & Shop and the Giant Company also are offering special online coupons and deals on select items from the Procter & Gamble, including ingredients featured in four of Falkner’s recipes, which are also sponsored by the manufacturer.

Shoppers additionally can earn free order pickup with purchase of $15 worth of participating P&G items, and free delivery with purchase of $25 worth of participating items. A display ad on the Pride hubs promotes the offer and links to a dedicated landing page listing participating product via a “Shop Now” button. 

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Plus, the Pride hubs invite shoppers to get involved with P&G’s “Can’t Cancel Pride” COVID-19 relief benefit concert with iHeartRadio for the LGBTQ+ community. All Ahold chains (aside from Food Lion) are listed as event sponsors, along with Southeastern Grocers and other retailers. As part of this partnership, chains will donate to six organizations including The Trevor Project and OutRight Action International. Display ads on chain websites and multiple circular features have elevated P&G’s efforts alongside available savings.

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Kellogg’s x GLAAD

Ahold’s U.S. chains are all also spotlighting Kellogg's limited-edition "Together with Pride" cereal, made in collaboration with GLAAD, both in stores and online throughout June. The berry-flavored rainbow-heart shaped cereal is covered in edible glitter and purchases benefit the nonprofit organization’s efforts to accelerate acceptance and advance equality for the LGBTQ+ community. Chains will also donate $20,000 to GLAAD in support of the organization's ongoing anti-bullying efforts.

Social media updates, multiple circular features, digital ads linking to a dedicated e-commerce shop within respective chain websites and branded, in-store floorstands also have also touted the new product. 

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