ShopRite Celebrates Grilling Season

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ShopRite Celebrates Grilling Season

By Samantha Nelson - 05/22/2020

ShopRite is kicking off summer marketing ahead of Memorial Day on May 25 with a “Fill the Grill” campaign.

A campaign web page within shoprite.com hosts recipes incorporating brands including Mondelez International’s Ritz, Unilever’s Hellmann’s and Dole Food Company’s flagship. The recipes are shared via The Recipe Shop, an online experience powered by the CookIt menu planning technology the chain began piloting last year. The technology shows the price of the meal and allows shoppers to quickly add all the necessary items to their online shopping cart. The campaign page also links to e-commerce pages for related items including frozen treats from Unilever and condiments from Kraft Heinz Co.

A home page carousel ad on shoprite.com and a May 20 email blast link to the web page. In a nod to the impact of the COVID-19 pandemic, an update posted on Facebook, Twitter and Instagram on May 17 used a “Grilling season isn’t cancelled” message to link to a “Summer Grilling” page also powered by The Recipe Shop. Another update using the Fill the Grill theme posted across the same channels on May 18 shared meal ideas from ShopRite’s registered dietician.

A feature in ShopRite’s May 17 circular used the theme to offer Price Plus loyalty cardholders deals on products for a “Memorial Day Home Cookout” from brands including Clemens Food Group’s Hatfield Quality Meats and WH Group’s Smithfield Foods.

ShopRite is concurrently employing a “Get Ready for Summer Living” message to promote non-food seasonal items including patio furniture, sunscreen and pest control products. A home page carousel ad links to a page grouping e-commerce pages for each category. The Fill the Grill page and social media updates also link to the Summer Living page. The theme additionally appears in an April 26 digital circular spotlighting patio furniture and grills.

NOTE: For the full photo audit for this article, visit p2pi.org. Path to Purchase Institute members have access to more than 220 articles and 1,900 photos of marketing and merchandising activity at ShopRite, along with a full Retailer Profile outlining the chain’s operations and strategies.