BelVita Pairs Biscuits with Coffee at Meijer

Cyndi Loza
Managing Editor, Member Content, P2PI
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Mondelez International's belVita is promoting its breakfast biscuits at Meijer by positioning them as ideal iced coffee companions.

A display ad on Meijer's home page depicts the brand's blueberry-flavored biscuits alongside a brand-agnostic iced coffee while communicating a "dip it. sip it. with belVita + coffee" message. The display ad is also part carousel, allowing shoppers to toggle through the brand's various SKUs such as belVita banana-bread-flavored "Soft Baked" biscuits and peanut butter-flavored "Sandwich" biscuits. The display ad directs shoppers to an e-commerce page listing items from the brand while the carousel links shoppers to product-specific pages for the selected items. 

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A feature within the retailer's May 23 digital circular also employs the same creative and messaging as the display ad while encouraging shoppers to save $1 via an mPerks coupon on the purchase of two belVita SKUs. The offer is valid through June 19.