Publix Plays Catch with Super Bowl Sponsors

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Publix Plays Catch with Super Bowl Sponsors

By Samantha Nelson - 02/14/2018

For the third year in a row, Publix made a sweepstakes from National Football League sponsors PepsiCo and Mars Inc. the center of its marketing efforts ahead of the Super Bowl.

In stores, spectaculars merchandising PepsiCo products used a "Catch the Savings" message to promote the sweeps, which awarded five winners with a 2018 Hyundai Sonata and $3,000, plus five others with a trip to the 2019 Super Bowl in Atlanta. Consumers entered by texting a designated number from Jan. 4 to Feb. 7. Radio spots, a Jan. 11 circular feature and a Jan. 14 FSI supported.

Unilever also enjoyed secondary display space with football-themed floorstands activating the "Own Your Look" co-op platform the manufacturer runs with Publix.

Elsewhere in stores, standees from Tampa, FL-based PromoPoint Marketing dispensed "Game Day Favorites" booklets hosting recipes and $24 worth of exclusive coupons for brands including Kellogg Co.'s Rice Krispies Treats, B&G Foods' Ortega, Home Market Foods' Cooked Perfect and Sargento Foods' flagship. The coupons are valid from Jan. 20 to Feb. 18.

In retailer-driven activity, stanchion signs encouraged shoppers to "order fan favorites for the Big Game" through the retailer's website. Publix also reprised its annual "Big Game Tasting Event" on Feb. 3, with stores hosting tastings and giving away gift cards. Radio spots promoted the event.

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