Food Lion Gives a Back-to-School Bonus
Ahold Delhaize's Food Lion united more than 80 brands last month for a "Back to School Savings Bonus" campaign.
Following the same format as the chain's summer "Cookout Payout" and March Madness season "March to Savings" programs, the back-to-school effort offered MVP loyalty cardholders $5 off a future receipt (up to $40) for every $20 spent from Aug. 1-28 on qualifying products from brands including Conagra Brands' Chef Boyardee, Kellogg Co.'s Pringles, Kimberly-Clark's Kleenex, Unilever's Suave and Kraft Heinz Co.'s Planters. Cardholders registered for the deal through the chain's mobile application or a promotional page within foodlion.com that also hosted recipes incorporating eligible products including Campbell Soup Co.'s Prego, Mondelez International's Ritz and Tyson Foods' flagship.
Stanchion signs promoted the program in stores. Additional support included radio spots, run-of-press ads in The Charlotte Post, circular features, a home page leaderboard ad and email ads.