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.
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.