Meijer recently teamed with Mondelez International’s Oreo for a bulk-purchase incentive drumming up support for the brand's new vanilla-flavored cookies inspired by pop star Lady Gaga.
The mass merchant promised shoppers an Oreo-branded Bluetooth speaker with the purchase of four family- or party-size Oreo SKUs from Feb. 14 through March 6. Shoppers redeem the offer by mailing in a form and receipt provided at checkout by April 4. HMT Associates, Cleveland, OH, handled the promotion.
Meijer plugged the offer via endcap headers in stores and a feature in its Feb. 28 circular, inviting shoppers to "Sing It With Oreo for a sweet reward." The feature also directed shoppers to a promotional page on the mass merchant's website (meijer.com/oreo), which:
- communicated the incentive,
- contained a carousel of available Oreo SKUs at Meijer, allowing shoppers to add them to their cart with one click, and
- shined a spotlight on the limited-time, Oreo Lady Gaga cookies, which comprise a pinkish wafer stamped with various embossments inspired by Gaga's latest album, Chromatica, and filled with green cream.
The page also plugged Oreo's "Sing It With Oreo" instant-win game and sweepstakes, which will award an assortment of Lady Gaga swag and experiences including a grand-prize trip to attend a concert and meet-and-greet (pending COVID-19 restrictions). Consumers enter by registering on a dedicated website (singitwithoreo.com) from Dec. 15, 2020, to April 30, where they can also record personal, musical messages of kindness to share with loved ones to earn extra entries.
Meijer joins multiple retailers, including Albertsons Companies (see "Related Updates below) and Walmart, that ran account-specific overlays to drum up support for the new cookies and Gaga's partnership with Mondelez.