Ahold Packs Healthy Lunches


Ahold Delhaize's Giant/Martin's, Giant Food and Stop & Shop chains spotlighted components to healthy kids' lunches for back-to-school season.

In stores, standees use a "mastering the perfect lunch box" message to promote the retailer's natural and organic private label Nature's Promise and the Guiding Stars nutritional labeling program that rolled out to those chains in April. A full-page feature running in chain circulars on Aug. 3 positioned the brand as providing "better back-to-school options." Facebook, Instagram and Twitter updates, some including video, offer additional suggestions for healthy lunchboxes incorporating Nature's Promise and other brands including General Mills' Annie's and SunGold Foods' SunButter.

Elsewhere in stores, the retailer used the same endcap design it employed during the 2017 back-to-school season to stock supplies from brands including Pilot Corp.'s G2, and Newell Brands' Sharpie and Paper Mate. Pallet displays and shelf talkers in the seasonal department used a "back at it" message, which also appeared in email ads linking to digital versions of weekly circulars.

The extensive themed circular activity offered loyalty cardholders deals including:

  • Five times the normal Gas Extra Rewards points with purchase of gift cards from Aug. 10-23.
  • $5 off the purchase of five SKUs from brands including Conagra Brands' Peter Pan and General Mills' Nature Valley.
  • $2 off the purchase of two SKUs from Danone North America's flagship brand.