Albertsons Cos.’ Jewel-Osco tied in to the designation of April as Earth Month and the April 22 observance of "Earth Day" by spotlighting sustainable brands and products.
While most Albertsons chains engaged in some sort of sustainability-themed activity, Jewel-Osco expanded beyond the usual efforts with its “Earth Month Extravaganza.”
With help from Chicago-based event marketing agency GT Universe, Jewel-Osco staged four interactive events at four Chicagoland stores throughout April. The extravaganza included:
- Sampling of more than 35 organic and natural products available in stores such as PepsiCo/Frito-Lay's KeVita and Danone North America's So Delicious dairy-free ice cream.
- Free “bring your own mat" yoga led by Core Power Yoga on April 5 and 8.
- In-store appearances by 103.5 Kiss FM’s radio host Fred of “Fred & Angi in the Morning” on April 5 and 22.
- Raffle prizes and giveaways from Jewel and iHeartRadio.
Online support spanned a promotional website created by GT Universe (gogreenwithjewel.com), social media updates from GT Universe’s Twitter, Facebook and YouTube accounts (view video below), and Facebook and Twitter updates from Jewel. Radio spots, circular features and ads in Jewel’s Big Book of Savings and Online Organic Brochure rounded out the activity.
Participating brands also were elevated via circular features and Big Book of Savings and Online Organic Brochure ads highlighting specific SKUs and special deals, as well as brand stories on gogreenwithjewel.com.
Also in honor of Earth Month, the grocery chain collaborated with Organic Valley and Benziger Family Winery to hold its first-ever 100% organic wine dinner at its in-store bar in Chicago, Kinzie on the Rocks. Tickets sold for $20 each and included a four-course menu created by chefs from the Washburne Culinary & Hospitality Institute as well as a complimentary gift bag. Twitter updates from Jewel-Osco supported the event, which also was represented on geo-locator site Eventbrite.
Topping off the activity, Jewel made a $2,500 donation to the River Forest Park District to help replant and develop the community herb and butterfly gardens.
Jewel-Osco also supported VOSS water and the Voss Foundation’s sixth annual “31 Days to Make a Difference” campaign to help provide communities in Sub-Saharan Africa with safe, clean water.
Account-specific in-store displays and signage, Facebook updates, ads in Jewel-Osco’s April Big Book of Savings and weekly circular features helped drive traffic to the Voss Foundation’s social media accounts with the goal of reaching 31,000 likes on Facebook and Instagram between World Water Day (March 22) and Earth Day (April 22) in order to fund a new water project.
A Voss Foundation blog post spotlighted Jewel-Osco sales manager Jeff Hancock while Voss’ Facebook, Twitter and Instagram accounts all also supported the campaign with updates.
Walgreens and Kroger also worked with Voss on the campaign.
Companywide, Albertsons chains highlighted natural and organic brands and products in social media updates and weekly circulars, and collaborated with Unilever to offer a free reusable grocery bag with purchase of two Love Beauty and Planet products.