Meijer Goes Back to School with Multiple CPGs

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Meijer Goes Back to School with Multiple CPGs

By Cyndi Loza - 09/01/2020

Meijer is drumming up support for back-to-school cause efforts from manufacturers Kimberly-Clark and PepsiCo/Frito-Lay aimed at supporting educators teaching in the classroom or remotely this year. 

The mass merchant has teamed with Kleenex and nonprofit crowdfunding platform AdoptAClassroom.org to run a "Thank a Teacher Giveaway," awarding 50 Michigan teachers a $500 Meijer gift card for their school supply needs. Shoppers nominated teachers via kleenexthankateacher.com from July 19 through Aug. 31. A half-page feature within the retailer's July 26 circular and a display ad within meijer.com plugged the effort. Merkle, Columbia, MD, administered. 

Elsewhere in stores, PepsiCo/Frito-Lay is plugging its own cause effort with AdoptAClassroom.org via pallet displays in Meijer's action alley. The national "Support Your Teachers From Anywhere" sweepstakes will award 261 eligible K-12 schools a $1,000 credit redeemable on AdoptAClassroom.org, where teachers solicit donations for school supplies and projects. Shoppers enter from July 6 through Sept. 30 by submitting a universal product code from an eligible PepsiCo SKU and the information of the school they wish to enter to quakerbacktoschool.com. 

In other notable back-to-school activity:

  • Meijer is running a bulk-purchase incentive activating General Mills' "Box Tops for Education" cause platform, promising shoppers 35 "Bonus Box Tops" with the purchase of five qualifying General Mills SKUs. Display ads within meijer.com and a feature within the retailer's Aug. 16 circular feature plug the offer, which has no clear end date. 
  • The mass merchant teamed with Procter & Gamble this summer to run multiple "get fresh for school" purchase incentives promising $5 off a future receipt with the purchase of $15 or $25 (depending on the week) worth of P&G SKUs.
  • Meijer is offering "easy meal solutions and snacking for busy family schedules" on a promotional page within meijer.com that shares recipes incorporating brands including Dietz & Watson's flagship, Post Consumer Brand's Fruity Pebbles and Hormel Foods' Skippy as ingredients. 
  • Pallet trains and endcap headers from Kellogg Co. positioned in Meijer's action alley plug the manufacturer's national “Feeding Reading” promotion, promising shoppers one free Penguin Random House book with purchase of a qualifying SKU in custom packaging from brands including Froot Loops, Pop-Tarts and Pringles. A half-page feature in the retailer's Aug. 30 circular also supports.

Additionally, Meijer's action alley is dominated by back-to-school themed pallet displays from manufacturers including Mondelez International and SC Johnson's Ziploc. The seasonal section is also outfitted with in-line headers and endcaps spotlighting Newell Brands' Expo, Avery Products Corp.'s Avery and Acco Brands' Five Star.