Hannaford Cooks Up a Cause
Ahold Delhaize's Hannaford recently wrapped a "Wholesome Home Cooking" campaign raising money for child nutrition.
The chain donated $2 to nonprofit school-based food pantries and childcare centers from Feb. 4 to March 3 every time a shopper purchased three SKUs from one of a dozen eligible brands including Kimberly-Clark's Kleenex, Mondelez International's Triscuit and Kellogg Co.'s Raisin Bran. Headers on dump bins stocking those brands promoted the effort in stores.
As part of the campaign, Hannaford also enlisted cookbook author Kathy Gunst to develop a trio of recipes that meet the requirements of its "Guiding Stars" nutrition program. Products required for the recipes were merchandised together in the refrigerated foods section. The recipes were shared in circular features and through a promotional web page that also hosted $13.75 worth of printable coupons (via Coupons.com) for the eligible brands.
Email ads, a home page display ad on hannaford.com, and Facebook and Twitter updates supported the campaign.