Frozen Food Is Hot at Southeastern Grocers

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Frozen Food Is Hot at Southeastern Grocers

By Samantha Nelson - 02/14/2018

Southeastern Grocers' Winn-Dixie and Bi-Lo chains are introducing hundreds of new SKUs to their coolers with a "Take a Fresh Look at Frozen" campaign.

In stores, ceiling signs employ the message to spotlight new private label Prestige ice cream and SE Grocers frozen vegetables. Cooler clings call out those and other private label products including pizza and dinosaur-shaped chicken nuggets.

The effort kicked off on Jan. 17 with a pair of full-page features in chain circulars touting new frozen SKUs from the private labels as well as national brands such as Conagra Brands' Wicked Kitchen, Bellisio Foods' So Right and Alexia Foods' flagship. The features also offered Plenti loyalty cardholders:

  • A coupon for triple points on frozen items from Jan. 17-30.
  • Free SKUs of Campbell Soup Co.'s Pepperidge Farm garlic Texas toast, Kraft Heinz Co.'s Ore-Ida frozen mashed potatoes and Kemps frozen yogurt with purchase of two SKUs from Tyson Foods.
  • 105 points (worth $1.05) with purchase of two Halo Top Creamery SKUs.
  • BOGO deals on brands including Kellogg Co.'s Eggo and Nippon Suisan Kaisha's Gorton's.

Carousel ads on chain home pages, an ad in a Jan. 24 email and a Jan. 17 Facebook update link to each banner's frozen category web page.

Southeastern Grocers' campaign landed well ahead of "Frozen Food Month," which is observed in March.

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