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07/06/2021

Albertsons, PepsiCo Give Away Groceries

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture

PepsiCo has teamed up with Albertsons Companies on an account-specific program dangling free groceries to shoppers who redeem select Just for You digital coupons this summer.

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Running from May 31 through July 22 at most Albertsons banners, PepsiCo’s “Ultimate Grocery Giveaway” sweepstakes is sponsored by and stars the manufacturer’s Bubly and Lay's brands. Loyalty members automatically receive one entry for every participating $1-off digital coupon redeemed within the five-week promotional period, in stores or online. A new digital coupon is available each week and can be redeemed once per cardholder (seven total available entries). Coupon availability dates vary at select chains. Plano, TX-based Propac Agency administers.

The sweeps will award:

  • “Groceries for a year”: 15 grand prizes (one per retail division, except in Northern California and Seattle where two will be awarded) in the form of 52 $100 chain gift cards ($5,200 total) to each winner.
  • “Lay’s for a year”: 130 secondary prizes (10 per retail division) in the form of 52 Just for U coupons each worth one free bag of Lay’s potato chips and 52 coupons each worth two Bubly or Pepsi products.

Support for the program has so far included chain circular and Big Book of Savings catalog features, email blasts from select chains as well as brief digital ads linking to a custom brand shop within respective chain websites. The dedicated shop flaunts the program’s creative, while detailing the sweeps and elevating a slew of products (and eligible savings) from Bubly, Lay’s and other sister brands.

a box that has a sign on the side of a building

In some stores, Bubly gains secondary merchandising space on endcaps, while Frito-Lay SKUs are stocked on rolling rack displays outfitted in branded signage communicating a “Good times, great flavors” message. Similar signage was also spotted on a dedicated endcap merchandising other chip brands from the manufacturer at some stores.

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