Albertsons Gives Shoppers a Multifaceted Halloween
Albertsons Cos. chains including Jewel-Osco, Safeway, and Acme drew Halloween shoppers with purchase incentives and exclusive offers this season.
From Sept. 1 through Oct. 31, chains offered a free Pumpkin Masters pumpkin carving kit with the single-purchase of $15 worth of participating Halloween products including candy and novelties. In stores, floorstands as well as violators affixed to endcaps and power wings stocking Halloween candy and seasonal items, respectively, promoted the incentive. Home page carousel and display ads on chain websites supported.
Also through Oct. 31, most chains incentivized purchase of three American Greetings cards (priced at least $2.99) with a free Halloween plate. Shelf talkers in card aisles touted the deal. The chains ran a similar promotion ahead of Father’s Day this year.
Stores additionally offered a slew of Halloween-themed deals throughout October such as a “10 for $10” deal on select seasonal plates and napkins, 25% off Wilton Halloween baking decors and 35% off select Halloween outdoor decor.
Most chains supported the aforementioned promotions with circular features and Big Book of Savings ads.
As usual, stores dedicated plenty of secondary space to seasonal displays from manufacturers including Campbell Soup Co., Constellation Brands, Hostess Brands, Mars Inc. and Hershey Co.
Albertsons additionally leveraged private label Signature Select to tie in to Halloween, offering Oreo-like “Halloween Tuxedos” in floorstands near confectionery aisles.
Jewel-Osco took the lead in chain-specific activity, exclusively stocking E & J Gallo Winery’s Apothic wine three-pack, dubbed “Flight-Night" and comprising the brand’s dark, red and crush blends, from mid-October until November. Oct. 14 Facebook, Twitter and Instagram updates supported, while promoting a Google Home and Amazon Alexa skill specific to Apothic wines that walks users through a guided, voice-activated wine tasting.
Jewel-Osco also joined Del Monte Foods’ national “Go Bananas” campaign to promote healthy alternatives for Halloween, by co-hosting their Chicago event at Millennium Park on Oct. 27. The event offered workout sessions, healthy snacks and Del Monte banana costume giveaways. A Facebook event and multiple Facebook, Twitter and Instagram updates from Del Monte and Jewel-Osco supported.
Jewel additionally aimed to be a provider of DIY Halloween-inspired treat ideas this season. An Oct. 28 email blast from the chain spotlighted “spooky spider bark” and directed users to a video of the recipe on Jewel’s YouTube channel. (View video below). The email also offered recipes for festive treats and drinks such as “monster eye treats” and a pumpkin spice chai tea latte, which directed users to recipesadmeals.com/jewelosco. Multiple blog posts from the chain also spotlighted similar festive recipes using ingredients from its private label brands as well as other brands.
Lastly, Kellogg Co.’s Eggo leveraged its ties to popular Netflix series Stranger Things by running a regional sweepstakes at participating Albertsons Cos.' Safeway and Albertsons stores in Southern California.