Safeway Chills with Frozen Foods

Safeway gave extra attention to frozen foods in March by tying into the National Frozen & Refrigerated Foods Association's annual campaign. A post on the company's official blog outlined "two ways to save" to recognize the month's "Frozen Food Month" designation:A coupon book distributed in stores that delivered approximately $42 off products from a bevy of brands including private-labels Safeway Select and Lucerne, Nestl&eacute's Stouffer's and Lean Cuisine, General Mills' Green Giant, H.J. Heinz Co.'s Ore-Ida and Kellogg Co.'s MorningStar Farms, Eggo and Kashi. A separate coupon presented in circulars throughout the month promised $5 off a $15 frozen-food purchase. The offer was promoted via full-page and two-page features showcasing a selection of eligible products. Among manufacturer-specific promotions was an offer for two free items from Nestlé's Edy's, Lean Cuisine or Stouffer's with purchase of five SKUs. The program's strongest circular support came in the form of a "Frozen Food Sale Event" pullout that ran in March 13 circulars. The insert's front page spotlighted Nestlé, highlighting new SKUs from Edy's, Hot Pockets and DiGiorno. An interior feature dangled $4 off the purchase of four Unilever products from Breyers, Starbucks, Ben & Jerry's, Magnum, Klondike, Bertolli or P.F. Chang's; another page spotlighted new items from Kashi and Eggo while touting the latter brand's 75th "birthday."The aforementioned marketing materials all carried the official Frozen Food Month logo, which was also used in Facebook posts and leaderboard ads on chain home pages. Safeway additionally employed the logo in stores on violators in the frozen-food department that identified either "best sellers" or new products.Brand-driven activity in the department included:cooler clings and other signs promising $3 off the combined purchase of three products from Heinz's Ore-Ida and/or Gorton's Inc.;SmartSource shelf talkers from Eggo promoting a birthday-themed instant-win game awarding $75,000; violators offering a $20 gift certificate to online retailer RedEnvelope with purchase of $10 worth of Nestlé's Haagen-Dazs; SmartSource coupon dispensers from ConAgra Foods' Healthy Choice and High Liner Foods' Fisher Boy; andvarious promotional signs from Stouffer's, Pinnacle Foods Group's Van de Kamp's and Home Run Inn Inc.'s eponymous brand, among othersAmong additional circular activity in March, most Safeway chains:staged a "Spring Stock-Up Sale" that pitched brands such as SC Johnson's Glade, Windex, Scrubbing Bubbles and Fantastik; Clorox Co.'s Pine-Sol, Clorox and 409; Reckitt Benckiser's Lysol; and Procter & Gamble's Febreze for $1.99 with minimum purchase of three SKUs. Shelf tags called out the qualifying items. Another offer promised free Clorox bleach with purchase of two SKUs from Sun Products Corp.'s All or Snuggle.dangled five free 32-ounce bottles of PepsiCo's Gatorade with purchase of 10 for $10 under a "Slam Dunk Savings" message (tapping into the National Collegiate Athletic Association's Men's Basketball Tournament). In-store signs supported. offered free SKUs of PepsiCo's Izze and Georgia-Pacific's Dixie with purchase of Warner Bros.' Yogi Bear on home video (released March 22) under a "Pack Your Basket" message.touted the launch of Sanofi-Aventis' Allegra via counter signs distributing $2 coupons.pitched $3 off the purchase of 10 ConAgra products while promoting the manufacturer's pledge to donate up to 2.5 million meals to Feeding America. The feature directed consumers to promotional packaging carrying ConAgra's "Child Hunger Ends Here" logo. Consumers enter an on-pack code online to trigger a one-meal donation. delivered $1 off each of three products purchased together under a "Buy More, Save More" message. The qualifying products comprised private-label Eating Right peas and salads, Chiquita Brands' Fresh Express salads, Ventura Foods' Marie's dressings, POM Wonderful tea, Monterey Mushrooms and NatureSweet Cherubs tomatoes.Safeway has been busy with Coca-Cola Co. lately, with promotions including offers for:two free DVD rentals from in-store Blockbuster Express kiosks to shoppers who bought one Coca-Cola product and a SKU from one of the beverage maker's food partners: Schwan's Consumer Brands' Red Baron or Tony's, Diamond Foods' Pop-Secret, P&G's Pringles, or Hershey Co.'s Hershey's Drops or Reese's Minis. Cooler clings and shelf talkers supported.two free 12-packs of Coca-Cola and two free bags of private-label The Snack Artist chips with purchase of two Coke 12-packs.a free eight-pack of Coca-Cola's Dasani and American Pop Corn Co.'s Jolly Time microwave popcorn with purchase of Walt Disney's Bambi Diamond Edition on DVD. Among recent chain-specific activity, Dominick's:promised a free 24-pack of private-label Refreshe water with purchase of two 12-packs of Refreshe soda and two bags of The Snack Artist chips. In-store displays supported.promised $6 off the purchase of three coffee and tea products from Ulker Group's Godiva Coffee, J.M. Smucker Co.'s Folgers and Dunkin' Donuts, Unilever's Lipton, Caribou Coffee, Twinings Tea, Nestlé's Nescafe Taster's Choice or CoffeeMate, New England Coffee or Kraft's Maxwell House. Dedicated endcaps and shelf signs identified the participating products.

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