Albertsons Cos. stores in the Northwest reprised an annual “Shop and Score” program and sweepstakes leveraging an official partnership with the National Football League’s Seattle Seahawks and incorporating CPG partners.
Select Safeway, Albertsons and Carrs locations in Alaska, Idaho and Washington participated, running the football-themed sweeps from Sept. 9, 2020, through Jan. 5. Just For U loyalty members (or Carrs Cardholders) could win a slew of prizes ranging from a Ninja kitchen system to a decade of free groceries, depending on the number of touchdowns scored by the Seahawks in each of the team's 16 regular season games. More touchdowns meant bigger prizes.
Loyalty members who purchased three qualifying products from manufacturers including Kraft Heinz, PepsiCo/Frito-Lay, Keurig Dr Pepper, Nestle and the retailer’s O Organics and Signature Select private labels automatically received one entry into the sweeps. Loyalty members also could digitally clip a coupon for “2x Rewards Shop and Score” to collect double the rewards on eligible products through Jan. 5. The coupon was also distributed via select chain circulars.
In stores, the items were flagged with “Shop and Score” price labels as part of a promotional signage package also spanning Seahawks-themed violators, shelf talkers and header signs. A header sign affixed to a cooler display spotted at a Safeway store identified Hormel Foods' Hormel and Jennie-O, Tyson Foods, Sanderson Farms, Hempler’s Foods and Schnuck Packing Co. as “[Players] of the Week.”
Player of the Week is a weekly deal spotlight. For instance, Sept. 9 circulars highlighted Keurig Dr Pepper as the Player of the Week at Carrs, offering loyalty members a “buy two, get three free” deal on select SKUs from 7UP, Snapple and Sunkist, to name a few brands, plus five times the usual rewards. Chain circulars and Big Book of Savings features additionally highlighted other coupons, some of which were available almost the entire promotional period, and weekly “touchdown deals.” A dedicated microsite (shopandscore.com) and digital activity also supported.
Administered by Seattle-based Promotivate of America, the sweeps was intended to award:
- Two entrants "groceries for life" ($5,200 in chain gift cards each year for 25 years) if the Seattle Seahawks scored six or more touchdowns in a single regular season game. Since that didn’t happen, no one won the grand prize this year.
- Three entrants "groceries for a decade" ($5,200 in chain gift cards each year for 10 years; $52,000 in total) if the Seahawks scored five touchdowns. Two shoppers won this prize.
- Four entrants "groceries for a year" ($5,200 in chain gift cards) if the Seahawk’s scored three touchdowns. Many shoppers recieved this prize.
The possible winners (depending on if the Seahawk’s pulled through or not) were drawn ahead of each game. Qualifying purchases had to be made eight days prior to the game. Drawings for groceries for a year also determined two to three additional winners each week during the promotional period regardless of touchdowns scored.
In addition, every time a touchdown was scored by a Seahawks player during any of the team’s regular season games, one winner was selected to receive a "Touchdown Prize Pack" containing a $250 chain gift card, a $250 nfl.com gift card, and either Bose noise cancelling headphones or a KitchenAid stand mixer.
Every time a field goal was scored by a Seahawks player during a game, a “Field Goal Prize” (i.e., Bose SoundLink Revolve bluetooth speaker or a Ninja blender system) was awarded. Shoppers also had the chance to win these appliances and electronics through drawings awarding one winner daily. Lastly, all entrants also automatically qualified for a chance to win the “Big Game Experience Prize” consisting of a sponsor-specified three-day/two-night trip for one winner plus a guest (valued at $10,000).
Shop and Score launched in 2017 when the Seattle Seahawks and Safeway/Albertsons revealed a multiyear partnership extension. Safeway remains the title sponsor of the teams' 12 Tour, a road show bringing the Seahawks to fans around Washington, and the Seahawks Training Camp. The prize pool for the program has grown each year since its inception.
Path to Purchase Institute members can view more images from this year and previous activations in the image vault on p2pi.org.