Albertsons Cos.’ Jewel-Osco is postponing its annual Earth Month in-store events as social distancing practices related to the COVID-19 pandemic continue.
The celebrations will move from April to instead take place in July this year, Illinois-based event marketing agency and program partner GT Universe said on social media on March 30.
A Facebook update from the agency directs consumers to a revamped promotional website (gogreenwithjewel.com) that reflects the timing change while inviting visitors to “stay tuned for locations and dates.” The yet-to-be-rescheduled events will again spotlight natural and organic products from 30-plus brands as well as offer prizes and giveaways, live music and special savings. The website also lists Amy's Kitchen, Monini and Lactalis' Stonyfield Organic among a slew of returning brand sponsors along with new supporters such as Ecos, The Hershey Co.'s SkinnyPop and PepsiCo's KeVita.
New this year is a partnership between Jewel-Osco and Kimberly-Clark encompassing a joint donation of $10,000 (i.e. 10,000 trees) to global deforestation nonprofit One Tree Planted during 2020 plus a Just For U coupon for $1 off “environmentally responsible favorites" from Cottonelle, Viva, Scott and Scott Comfort Plus. The offer is valid from March 25 through April 26 — though shoppers may not have their choice of brand while toilet paper remains a hot commodity.
Ads on the promotional website as well as in the retailer's April Big Book of Savings and dedicated Earth Month-themed Natural & Organic booklet support Jewel and KC’s initiative. Separate ads and the website also tout Pernod Ricard’s Absolut Vodka and the brand's own collaboration with One Tree Planted, inviting consumers to help plant 200,000 trees in 2020 by pledging one tree for every scan of a depicted QR code (or, every visit to absolutvodka.com/trees). However, the QR code nor the web address were live/working as of April 1.
Consumer brand executives identified the disruption of shopper marketing/consumer promotion as the activities that have been most negatively impacted in their organizations in an informal survey conducted last week by Path to Purchase IQ. “Customers are pulling back projects and slowing others,” said one respondent, referring to current conditions.
“Distribution can't fulfill promotional needs — products aren't available,” said another. “We’re mostly waiting for buyers to come up for air from the urgent needs and get back to long-term planning,” said another. View the related chart and full survey results here.
NOTE: For more photos from this campaign and more, visit p2pi.org. Path to Purchase Institute members have access to more than 3,400 images and nearly 400 articles of marketing and merchandising activity at Albertsons Cos., along with a full Retailer Profile outlining the chain’s operations and strategies.