Albertsons Unites CPGs for Gold

Jacqueline Barba
Associate Editor
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a can of soda

Albertsons Companies united Olympic sponsors Procter & Gamble and Coca-Cola Co. as well Mondelez International's Nabisco, a Team USA sponsor, as a tie-in to the 2020 Tokyo Olympic and Paralympic Games.

From July 28 through Aug. 3, the CPG manufacturers activated a “United for Gold” program at most Albertsons chains, offering Just for U cardholders $5 off the purchase of $20 worth of participating products from brands including P&G’s Tide and Cascade; Nabisco’s Ritz, Wheat Thins and Chips Ahoy; and Coca-Cola’s Smartwater and PowerAid. 

Chain websites promoted the incentive via “United for Gold” leaderboard ads, including a spot in the home page carousel, and linked to a dedicated shop listing a slew of categories and products from the manufacturers. Features in respective chain circulars also supported.

In stores, Nabisco deployed multiple floorstands featuring Olympians such as Simone Biles and Paralympian Melissa Stockwell and activating its national summer program, “Snack Together, Win Together,” directing shoppers to to play an instant-win game and enter a sweepstakes awarding a grand-prize outdoor adventure trip for four.

Additional Olympic-themed activity spotted at Albertsons chains includes digital activity, social media updates and circular features activating private label Lucerne’s Olympic sponsorship as well as the Milk Processor Education Program’s latest "Got Milk?" flight tied to the Games. The latter communicate a “Milk fuels champions” message and depict U.S. Olympic athletes participating in the 2020 Games, including softball player Catherine Osterman and skateboarder Maurio McCoy.