Hellmann’s Meijer 'Happy 100 Years' FSI

Unilever’s Hellmann’s joined with Meijer for a co-equity overlay (in Midwestern markets) that touted the brand’s 100th anniversry while presenting a recipe for "chicken pasta salad" from celebrity chef Mario Batali. Consumers were encouraged to "find these great ingredients at your local Meijer" and visit Hellmann's' Facebook page for additional recipes.

The FSI tied in to the manufacturer's concurrent co-op FSI event. (See Related Articles.)

Ahold Unilever Features

Ahold USA teamed with Unilever this week for a pair of promotions tying in to the manufacturer’s May 19 FSI event. (See Related Articles.)

Circular features at all three chains (running May 17 at Stop & Shop and Giant-Landover, May 19 at Giant-Carlisle) offered store loyalty cardholders $4 off the purchase of $15 in products from Unilever food brands such as Lipton, Wish-Bone, Breyer’s, Hellmann’s and Ragu. The deal also involved SKUs from store brands and other private labels such as Acadia and Nature’s Promise.

ShopRite Unilever Features

Wakefern Food Corp.'s ShopRite teamed with Unilever for a co-equity overlay running as part of the manufacturer's May 20 FSI event. (See Related Articles.) Both the FSI and a feature in the retailer's concurrent circular used a "Summer's Beautiful Beginnings" message to promise $5 off a future store receipt with purchase of $15 in products from Dove, Suave, Tresemme, Q-tips or Simple.

Nature Made Walgreens 'Now Sampling' FSI

Pharmavite’s Nature Made and Walgreens joined for a co-equity FSI (in some markets) promoting the availability of free samples of VitaMelts vitamins in stores on May 22-23 from 4-7 p.m. The FSI also contained a Walgreens-exclusive $4 coupon.