ShopRite is shining a spotlight on its cause efforts with multiple manufacturers through its pandemic-long “Essential Thanks” platform.
The grocer earlier this year ran an Essential Thanks fundraiser to help regional food banks facing increased demand during the COVID-19 pandemic. As the pandemic continues, ShopRite is continuing to use the Essential Thanks messaging to highlight its altruistic efforts with its manufacturers.
Most recently, ShopRite teamed with Procter & Gamble to run an Essential Thanks contest awarding a General Electric washing machine to 300 essential works. Consumers could nominate someone from Oct. 11-24 via essentialthanks.com by providing a written statement describing the nominee’s positive contributions to their friends, family, work or community during the COVID-19 pandemic. Two features in the retailer's Oct. 16/18 circular plugged the contest, as well as Tide laundry SKUs and digital coupons for P&G household items. An Oct. 19 Facebook update employing a "Cycle of Thanks" message also supported.
ShopRite followed up the contest by highlighting that it and its CPG partners will donate $150,00 to local food banks, positioning the contribution as a "way we can spread the joy this holiday season" in a front-page and half-page feature in its Oct. 23/25 circular. Essentialthanks.com now serves to highlight the effort and CPG partners including Unilever, Hershey Co., G.L. Mezzetta and Colavita. Oct. 26 and Nov. 3 Facebook updates also support, plugging the effort and directing shoppers to shoprite.com to shop items from CPG partners.
NOTE: For the full photo audit for this article, visit p2pi.org. Path to Purchase Institute members have access to more than 230 articles and 2,000 photos of marketing and merchandising activity at ShopRite, along with a full Retailer Profile outlining the chain’s operations and strategies.