Hannaford Sells 'Holiday Faves' in Bulk
Ahold Delhaize's Hannaford is uniting 34 brands for a "Shop for Holiday Faves and Save" bulk-purchase incentive.
From Nov. 26 to Dec. 30, shoppers receive $5 off a future trip with purchase of $15 worth of brands including General Mills' Betty Crocker, PepsiCo's Ruffles, Unilever's Simple, Dr Pepper Snapple Group's Schweppes and Mars Inc.'s Dove. Rack signs promote the incentive in stores and eligible products are marked with price labels. Circular features support.
A home page leaderboard ad on hannaford.com, email ads, and Facebook and Twitter updates plug the incentive and link to a promotional page positioning the eligible products as holiday hosting needs or potential stocking stuffers. The page also promotes a "Holiday Recipe" sweepstakes running on Facebook. Consumers enter concurrently by sharing an original picture of a dish and an explanation of why the recipe is important to their holiday celebration. The winner receives a $400 store gift card and chooses a food bank to receive a $600 card.
The chain is also reprising its host of annual holiday cause campaigns. Shoppers can support the "Hannaford Helps Fight Hunger" program by buying a box of private label products from Oct. 16 to Dec. 31. The boxes, which are donated to area food banks, are merchandised on pallet displays accompanied by pole toppers. Elsewhere in stores, rack signs tout the money raised from the summer flight of the cause campaign, while stanchion signs promote Hannaford's pledge to make in-kind donations with the purchase of select store-brand products from Nov. 19 to Dec. 16. Shoppers can also directly donate $5 at checkout during December. Prior to that, checkout signs solicited donations of $2 or $5 to The Salvation Army. Circular features, home page display ads, email ads, and Facebook and Twitter updates promote the efforts.
In regional activity, six stores hosted "Tons of Turkeys" events on Nov. 18 where shoppers could purchase food to donate to New Horizons for New Hampshire. Stanchion signs and Facebook updates promoted the 15th annual benefit.