Hannaford Finds Many Ways to Celebrate Earth Month
Ahold Delhaize's Hannaford is tying in to April's designation as "Earth Month" with a variety of tactics.
The chain is partnering with General Mills for a bulk-purchase incentive running from April 1-28, offering $2 off a future trip with a $5 purchase of organic SKUs from Larabar, Muir Glen, Cascadian Farm, Annie's or Food Should Taste Good. In stores, endcaps stocking qualifying SKUs promote the chain's concurrent pledge to donate $2 to the American and Maine Farmland Trusts for every four SKUs purchased from those brands or more than a dozen others including Unilever's Ben & Jerry's, Colgate-Palmolive's Tom's of Maine, Kimberly-Clark's Scott, Coca-Cola Co.'s Honest Tea and Quorn Foods' flagship.
Quorn has gotten special attention with an April 8 email ad and a home page display ad on hannaford.com linking to an advertorial about the new vegan meat substitute in the March/April edition of the chain's fresh magazine. Other email ads link to a dedicated website (hannafordgoesgreen.com) that uses an interactive store map to tout green initiatives such as Hannaford's pledge to use only sustainable palm oil in its bakery by 2020. A separate fresh article promotes those efforts.
A home page leaderboard ad, and Facebook, Twitter and Instagram updates round out the marketing campaign.