ShopRite Focuses on 'Healthy Holidays'
ShopRite is shining a spotlight on healthier recipes and better food choices this holiday season.
An extension of the retailer's evergreen "Well Everyday" health program, the "Healthy Holidays" campaign employs in-store violators, floor clings and in-line headers to spotlight items such as nuts, cranberries and sweet potatoes. In-store dietitians will also host sampling events and distribute recipe booklets containing "lightened-up versions of traditional holiday favorites" as part of the effort, according to the retailer. A digital version of the booklet is available for download via shoprite.com.
Though the aforementioned signage and booklet are brand-agnostic, features in the retailer's November and December circulars have spotlighted better-for-you SKUs from Conagra Brands' Hunt's, Dole Food Co.'s flagship, Barilla, Perdue Farms, Daisy Brand, private label Wholesome Pantry, and Campbell Soup Co.'s Campbell's Well Yes and Swanson. Participating SKUs are identified in stores via price labels.
In digital activity, ShopRite used a Facebook carousel update to direct users to additional Healthy Holidays recipes within its Potluck blog on shoprite.com. The blog’s recipes were all brand-agnostic except for three dishes that listed either cauliflower crumbles from B&G Foods' Green Giant, Cabot Creamery Greek yogurt or McCormick & Co. vanilla extract and cinnamon as ingredients. A promotional page and Facebook video (see below) also supported the campaign.
“We know it’s hard to resist temptation over the holidays,” Natalie Menza-Crowe, ShopRite’s director of Health and Wellness, said in a media release. “That’s why we’re so excited let people know about our Healthy Holidays campaign, which is all about helping our customers enjoy the holidays and create festive meals and desserts that are as delicious as they are nutritious.”
For the rest of its holiday efforts, ShopRite reprised standard tactics offering Price Plus loyalty cardholders:
- extended-duration "low prices locked-in" deals on SKUs from brands including Swanson, Ocean Spray Cranberries' flagship and Kraft Heinz's Maxwell leading up to Thanksgiving and New Year's Eve.
- a free Thanksgiving entree with a $400 single or cumulative purchase from Oct. 15 to Nov. 23 (dates vary by market).
- a branded piggy bank from MSG Sports & Entertainment’s Christmas Spectacular Starring the Radio City Rockettes with a $30 purchase of Procter & Gamble products from Nov. 26 through Dec. 2.
All promotions were plugged via circular features. In-store price labels also served to spotlight the P&G incentive and Low Prices Locked-In deals.