Albertsons Cos. chains including Jewel-Osco, Safeway and its flagship recognized the post-holiday return to school by running a bulk-purchase incentive activating General Mills' evolving "Box Tops for Education" cause platform.
From Dec. 30, 2019 through Feb. 2, Just for U loyalty members could earn 20 bonus Box Tops (a $2 value to BTFE eligible school) with a single purchase of five qualifying General Mills SKUs by downloading the necessary Just for U digital coupon to their account. A number of other Just for U coupons for participating brands like Yoplait, Cheerios and Nature’s Valley were also available throughout the promotional period.
As the manufacturer phases traditional Box Tops clips out of production to eventually be a digital-only program, Albertsons’ activation reflected those changes this year and the duo targeted shoppers across touchpoints using General Mills’ updated BTFE label and creative.
In-store support spanned a plethora of account-specific shelf talkers and violators from News America Marketing’s SmartSource placed throughout stores as well as freezer clings and special shelf labels. Also in stores, many General Mills brands shared secondary merchandising space on endcaps.
Most of this year’s account-specific P-O-P materials also urged Albertsons shoppers to link their Just for U and Box Tops accounts to earn Box Tops for their school.
Other support spanned a few features in respective chain circulars as well as an account-specific ad calling out Albertsons’ “buy five, get 20 bonus Box Tops” offer in a Jan. 16 email blast from Box Tops for Education providing tips on “How to scan your grocery receipt.” The ad explicitly named Jewel-Osco, and a “Save Now” call-to-action directed users to a dedicated landing page within jewelosco.com spotlighting offer details.
Around this time last year, Albertsons’ post-holiday BTFE activation coincided with its annual, evergreen Monopoly campaign, and it even tied in to Fandango’s part in the campaign via violators.
NOTE: For the full photo audit from this campaign and more, visit p2pi.org. Path to Purchase Institute members have access to more than 3,400 images and nearly 400 articles of marketing and merchandising activity at Albertsons Cos., along with a full Retailer Profile outlining the chain’s operations and strategies.