Giant Elevates Schar for Celiac Awareness

Jacqueline Barba
Associate Editor
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Ahold Delhaize’s Giant Company is tying in to May’s designation as Celiac Awareness Month by propping up Dr. Schar’s namesake gluten-free brand Schar.

At Giant and Martin’s stores, an account-specific violator (via Neptune Retail Solutions’ SmartSource) positioned near primary merchandising space for the gluten-free bread line communicates a “Gluten free for the family” message. The sign depicts a QR code that links to a product detail page within the brand’s website (

While the sign does not directly mention Celiac Awareness Month, a large feature in Giant and Martin’s respective, May 7 chain circulars directly referenced the designation while highlighting a slew of Schar products including hamburger buns, deli-style bread and baguettes. The feature also activated the "Bonus Buy Savings" platform regularly employed at Ahold chains and dangled $5 off the purchase of three participating Schar products in a single transaction, from May 7-13.

In addition, a Schar leaderboard ad also appears from relevant search results like “gluten free” within respective chain websites, touting the special savings offer. A “Shop Now & Save” button links to a dedicated web page depicting the same leaderboard ad and listing products from the brand.

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