Safeway Leverages Frozen Food Month

All Safeway chains leveraged the National Frozen & Refrigerated Foods Association's (NFRA) annual "Frozen Food Month" campaign (see "FSI Report: March 7, 2010" in Related Articles) by offering $10 off a future receipt with purchase of $25 in select frozen food products from Feb. 28 to March 30. The promotion included brands such as Michael Angelo's, Kraft Foods' California Pizza Kitchen, Campbell Soup Co.'s Pepperidge Farm and General Mills' Green Giant. Stanchion signs, violators, cooler clings, shelf labels and circular features supported. (See Images at right.)Safeway is a longtime participant in the NFRA's promotional events. Previous campaigns have included movie ticket and product giveaways. (See "Safeway Breaks the Ice ..." in Related Articles.)The retailer also again tapped into February's designation as "American Heart Month" by reprising its "Love Your Heart" program. (See "Retailers Turn Red ..." in Related Articles.) Stores distributed "Heart Health" booklets containing $18 in coupons for products including H.J. Heinz's Smart Ones, Campbell's Prego and Kellogg Co.'s Special K. Cooler clings, shelf talkers and circular features supported. (See Images at right.)In Arizona, Safeway touted an exclusive "Racing Experience" sweeps from Kraft awarding tickets to an April NASCAR race in Phoenix and a meet-and-greet with a Nabisco-sponsored driver. Entry was automatic with loyalty-card purchase of three Nabisco products from March 3-16. Account-specific signs on Nabisco floorstands supported. (See Image at right.)Safeway and Dominick's were among the chains that tapped into the 2010 Winter Olympics by offering a commemorative pin to loyalty-cardholders whose $10 minimum purchase on Feb. 12 -- the first day of the Games -- included a qualifying product from U.S. Olympic Team sponsors Procter & Gamble or Coca-Cola. Circular features supported.Most chains recently staged a series of offers dangling $5 off a future receipt with purchase of $25 in Apple iTunes gift cards. Shelf talkers and circular features supported. (See Image at right.)Genuardi's used shelf talkers to promise $5 off the purchase of five cereals from Kellogg Co. or Ralcorp Holdings' Post from March 12-18.Safeway, Vons, Pavilions and Dominick's used cooler clings to offer $5 in instant savings with loyalty-card purchase of two Gorton's SKUs and two packages of Heinz's Ore-Ida. Cooler clings and circular features supported. (See Image at right.)Safeway, Vons and Pavilions promised $10 off a future receipt with a $25 purchase of select P&G products in a tie-in to the manufacturer's brandSaver FSI program. (See "P&G brandSaver: Feb. 21, 2010" in Related Articles.) Circular features and shelf talkers supported.CircularsLoyalty cardholders at all chains were recently offered Twentieth Century Fox's Alvin and the Chipmunks: The Squeakquel on home video, a bag of Hershey Co.'s Pieces and SKUs from PepsiCo's Izze and Cheetos for $14.99.Loyalty-card holders at Dominick's, Vons and Pavilions were recently offered: $5 in instant savings with purchase of five select products, including private-label Eating Right vegetables and salads, Chiquita Brands' Fresh Express salad, Ventura Foods' Marie's dressing and Kellogg Co.'s Kellogg's Corn Flakes, from March 11-17. a free six-pack of Smartwater and a free Hartz Mountain Corp. Quacker dog toy with purchase of Walt Disney's Old Dogs on home video from March 9-16. a free six-pack of Coca-Cola's Coke Zero in bottles with loyalty-card purchase of three 12-packs of Coca-Cola in cans. a free package of ConAgra Foods' Orville Redenbacher's popcorn with purchase of Summit Entertainment's The Twilight Saga: New Moon on home video from March 20-27.In other recent circular activity: In a Super Bowl promotion (See "Seasonal Store Check ..." in Related Articles), Safeway and Dominick's offered free SKUs of Kraft's Tombstone, Frito-Lay's Fritos or Cheetos, Sara Lee Corp.'s Hillshire Farm Lit'l Smokies and a pound of potato salad with a $50 loyalty-card purchase on Feb. 7, the day of the game. Dominick's touted a "Football Meal Deal" of private-label Signature Cafe pizza and chicken wings and a two-liter bottle of Coca-Cola for $9.99. The Chicago-area chain also dangled $3 off the purchase of three select health and beauty products, including SKUs from P&G's Herbal Essences and Always, Johnson & Johnson's Benadryl, Henkel's Dial and Colgate-Palmolive's Irish Spring from March 25-31. Dominick's, Safeway, Pavilions and Vons offered a free Smartwater SKU, package of American Pop Corn Co.'s Jolly Time popcorn and Princess and the Frog book and cup with loyalty-card purchase of Disney's The Princess and the Frog on home video from March 16-23. Dominick's similarly promised a free six-pack of Smartwater, box of Kellogg's Keebler Town House and Toy Story book and cup with loyalty-card purchase of Disney's Toy Story or Toy Story 2 in DVD/Blu-ray combo packs from March 23-30. The feature also directed consumers to a promotional website for a coupon delivering $5 off the video. Vons and Pavilions offered online shoppers free delivery on their first order of $50 or more and free delivery on subsequent orders of $100 or more for 60 days. Pavilions promoted a sweeps from Coca-Cola's Smartwater awarding $500 to build an "ultimate DVD collection" to 14 winners. Entry was automatic with the loyalty-card purchase of three one-liter bottles from Feb. 24 to March 10. Dominick's and Pavilions addressed the Jewish holiday of Passover with a four-page circular that included a full page of coupons for Park East Kosher's Kineret potato latkes, Osem's Bissli or Bamba snacks, Aron Streit's Streit matzo and other kosher products. The coupons were valid with a $10 purchase from March 4 to April 18. Dominick's and Pavilions also offered $4 in instant savings with loyalty-card purchase of four General Mills' Pillsbury products.

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