Southeastern Grocers Has a Tasty Summer
Southeastern Grocers is spotlighting products for outdoor entertaining with a "Taste of Summer" campaign.
Activity kicked off around Memorial Day, with the theme employed on indoor and outdoor stanchion signs, rack signs, and ceiling signs to spotlight hamburgers for grilling season. The message appeared by itself and alongside the "Stars, Stripes & Savings" theme the retailer used last summer on seasonal gondolas stocking private label SE Grocers charcoal, pickles and mayonnaise alongside SKUs from national brands including Kraft Heinz Co.'s Heinz, Keurig Dr Pepper's Hawaiian Punch and Kellogg Co.'s Pringles. Its Taste of Summer theme also appears on outdoor stanchion signs promoting prepared ribs, which are only available on weekends, and ceiling signs depicting ice pops.
Weekly circular features use the Taste of Summer theme to dangle savings on fresh produce and meat. A carousel ad on chain home pages uses the message to link to digital versions of the circulars. Email ads link to seasonal recipes incorporating product from private label SE Grocers and Prestige.
The retailer also ran a Taste of Summer Father's Day sweepstakes ahead of the June 17 holiday. Consumers entered June 13-18 by sharing a story about grilling with their dad in the comments section of an update posted on each chain's Facebook page. The winner received a $250 store gift card.