Box Tops Rule Meijer's Back-to-School Campaign

Meijer ran a series of promotions that tapped in to General Mills' Box Tops for Education cause campaign during back-to-school season.The retailer offered 20 bonus Box Tops via a coupon printed at checkout with purchase of five Mills SKUs from Aug. 21/25 to Aug. 27/31. Security wraps promoted the incentive in stores while also dangling $10 worth of coupons for Mills products through mPerks. A feature in the retailer's Aug. 21/25 circular, an ad in an Aug. 24 email, and an Aug. 22 Facebook and Twitter update supported. Mills also ran similar incentives at Southeastern Grocers and Ahold Delhaize's Food Lion.That same week, the retailer also offered 25% off all Big G cereals, merchandising eligible SKUs on pallet displays and gondolas with signage touting the Box Tops campaign. A radio spot supported.Brands not made by Mills that participate in the campaign also got special attention. An Aug. 7/11 circular feature offered $5 off the purchase of $15 worth of SKUs from RB's Lysol, Air Wick and Finish and called out Lysol and Finish's status as "official brands for Box Tops for Education." An Aug. 18/22 feature used similar messaging to tout both brands along with SC Johnson's Ziploc, Reynolds Consumer Products' Hefty, and Kimberly-Clark's Viva, Kleenex and Scott. In stores, floor clings using the Box Tops logo plugged an mPerks coupon for 50-cents off a Kleenex bundle pack valid from July 31 to Aug. 27.Among other brands standing out during Meijer's back-to-school campaign:Tyson Foods' Sara Lee used an "upgrade lunch" message on security wraps to dangle a $1 mPerks coupon. Display ads on websites such as lifebuzz.com supported.A July 24/28 circular feature offering $4 off $20 worth of products from Edgewell Personal Care positioned the brands as "back-to-school must-haves."Products from Campbell Soup Co.'s Pepperidge Farm and V8 were merchandised on endcaps as "lunch favorites."Security wraps using a "more for campus life" message depicted Kleenex, Procter & Gamble's Bounty, SC Johnson's Scrubbing Bubbles, Unilever's Axe and Simple, Henkel's Ultime, and the flagship brands of Clorox Co. and L'Oreal USA.Unilever floor clings used a "your campus style is non-negotiable" message to plug $3 off the combined purchase of one Axe and one Schick product from July 17 to Oct. 13.Bic Corp., Newell Brands' Sharpie and Elmer's, Hallmark Cards' Crayola, Mega Brands America's RoseArt, Avery Products Corp. and Dixon Ticonderoga provided Meijer with bright-colored endcap signage and pallet displays, which were deployed in store seasonal departments to complement in-line headers and endcaps promoting generic back-to-school needs.A 15-second TV spot (see below) highlighted Elmer's, Sharpie, Crayola, GOJO Industries' Purell, Kraft Heinz Co.'s Capri Sun and Adidas.In other seasonal activity, Meijer pharmacies administered back-to-school vaccines on Aug. 13, promoting the service with an Aug. 7/11 circular feature. Meijer also reprised its "Back to School Bucks" promotion, offering mPerks coupons for roughly 20% off a single general merchandise, apparel or health & beauty care item priced from $14.99 to $99.99 from Aug. 12-13. A radio spot and an ad in an Aug. 10 email touted the promotion.

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