P&G Celebrates Fandom at Meijer

Cyndi Loza
Associate Editor, Path to Purchase Institute | profile
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National Football League sponsor Procter & Gamble teamed with Meijer this winter to run a campaign celebrating the fandom and welcome “sense of normalcy” that the Super Bowl invokes.

Running from Jan. 24 to Feb. 6, the campaign encompassed in-store and digital activity that identified the manufacturer as an NFL sponsor. It spotlighted exuberant fans holding P&G products and wearing football jerseys supporting one of six teams within Meijer’s store footprint, including the Indianapolis Colts, Detroit Lions and Chicago Bears. A “Ready for Anything” tagline was communicated throughout the campaign, which celebrated fans’ and shoppers’ enthusiasm, patience and resilience during the ongoing COVID-19 pandemic.

The campaign at the Midwest mass merchant was developed by “looking at the convergence of three key areas: the Meijer shopper, P&G brands and the NFL,” says Mike Schneider, marketing director at P&G. “Then we took it a step further by looking at these key areas through the lens of the effects of the pandemic.”

Schneider describes P&G as being rooted in normalcy with its brands providing trust and performance, improving life and helping meet the unmet needs of health, hygiene and cleaning during the pandemic. Add the knowledge that sports is a way of life for many Meijer shoppers who also want to help their families return to a sense of normal in spite of all the game cancellations and postponements due to COVID-19. The NFL continued through the pandemic and is hugely popular across generations and fan groups, many of which are the true “fanatics” implied by the term.

“From this, our key insight was formulated: In times of an emotional void, the NFL reminds us that fandom brings a welcome sense of normalcy,” Schneider says.

The integrated campaign included in-store “Ready for Anything” signage that draped entryways and pallet trains stocking a variety of P&G SKUs. Features in the retailer’s Jan. 24 and Jan. 31 circulars also communicated the tagline as well as incentives including $5 off a future receipt with purchase of $25 worth of household products or $20 worth of health and beauty products. Entry shrouds depicting fans with attire from the local team also plugged the offers.

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“Meijer is a great partner and helped amplify the campaign through the use of in-store merchandising and point-of-sale materials,” Schneider says.

The program’s primary out-of-store strategy comprised paid social media and programmatic digital ads. Since the campaign’s creative was specific to each region, ads were geo-targeted based on each team’s city and proximity to a Meijer store, Schneider says.

Chicago-based shopper marketing agency Blue Chip handled all elements of the campaign, including the strategic insight, creative concepts and activation tactics as well as planning and execution. “Fans experience a great release when they can put their game faces on,” Jason Geis, vice president/group creative director at Blue Chip, said in a media release. “The Super Bowl draws an immense fan base, and it’s a cultural celebration that means even more this year, as Super Bowl LV celebrations take different forms.”

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