Albertsons Co.’s Acme is activating its partnership with the National Football League’s 2018 Super Bowl champions, the Philadelphia Eagles, for a multifaceted campaign engaging brands and targeting fans this season.
Most notably, Acme is exclusively stocking Campbell Soup Co.'s Campbell's Chunky "classic chicken noodle and sirloin burger with country vegetables" soup in limited-edition, Super Bowl champions-themed packaging. The SKUs rolled out Aug. 17 to participating New Jersey, Pennsylvania, Delaware and Maryland stores with labels depicting the team’s official logo, the “Super Bowl LII Champions” mark and an image from the Parade of Champions at the Philadelphia Museum of Art.
“We’re thrilled to be part of the Eagles’ Super Bowl celebration by offering fans moments and collectibles they can cherish forever,” Campbell’s Chunky marketing manager Jon Hopp said in a statement to various news outlets. “In teaming up with our friends at the Eagles and Acme Markets, we’re able to continue our commitment to giving back to the communities and rewarding fun-loving fans with a piece of football history.”
The trio additionally staged a Campbell’s Super Bowl commemorative sweepstakes from Aug. 24 through Sept. 21, awarding:
- One grand-prize winner a framed, limited-edition Sports Illustrated cover autographed and presented by Eagles tight end Zach Ertz, a framed photo of Ertz with a replica Eagles Super Bowl ring top, Super Bowl LII game confetti, a $100 Acme gift card and a $30 Visa gift card.
- 10 first-prize winners a meet-and-greet with Ertz at Lincoln Financial Field, a limited-edition football autographed by Ertz, a $30 Visa gift card and a $50 Acme gift card.
- 20 second-prize winners a mini helmet autographed by Ertz and a $25 Acme gift card.
Acme shoppers entered the sweeps by purchasing two Campbell’s Chunky soup cans or microwavable bowls (excluding Chunky Maxx) in one transaction at participating stores and submitting a code found on receipts at philadelphiaeagles.com/chunky. Concurrently, Acme offered a “two for $3” deal on participating Campbell’s Chunky SKUs. In stores, violators and quarter pallets stocking the cans plugged the offer. A slew of Twitter updates from Acme, Campbell’s, the Eagles and Ertz supported.
Acme and Campbell’s also hosted a “Philadelphia Eagles season kickoff celebration” at one Acme market in Folsom, PA, on Aug. 25, inviting fans to meet Eagles cheerleaders and mascot Swoop, play games, win autographed prizes and more. An Aug. 22 Facebook update and Facebook event supported.
Acme also joined forces with another fellow Eagles partner, Coca-Cola Co., to run an account-specific “Player-for-a-Day Experience” sweeps from Aug. 24 through Sept. 20, awarding one winner a grand prize comprising:
- two tickets to a 2018 Eagles regular season home game,
- a pregame, behind-the-scenes tour on the home game day,
- one custom jersey, and
- one autographed item.
Participants could enter once per day by texting “Acme” to a designated number or via cokeplaytowin.com/acme. Southfield, MI-based HelloWorld administered. Acme stores in Delaware, New Jersey and Pennsylvania (the states where the sweeps ran) plugged the sweeps via standees depicting Swoop, which were positioned near checkout.
In retailer-driven activity, Acme and the Eagles partnered for the fourth consecutive year to “Kick Hunger” and run a food drive benefitting Philadelphia-based nonprofit Coalition Against Hunger.
The duo is additionally running their annual “Swoop In & Win” and “Kickoff Kid” sweepstakes (view Related Updates below) from Aug. 3 through Jan. 3, 2019, and Dec. 13, respectively. Shoppers that spend $10 on Acme’s “items of the week” earn an entry code (up to five) to use at one or both of the dedicated promotional sites (swoopinandin.com and acmekickoffkid.com).
As in the past, scads of Twitter updates, circular features, 30-second radio spots, and specially-marked shelf tags in stores promote eligible SKUs, which so far have included products from Mondelez International’s Nabisco, Utz Quality Foods, Kimberly-Clark’s Scott and Cottonelle, and Acme private labels Signature Select and Open Nature, to name a few. The same microsites from previous years (though revamped) and in-store ceiling signs also support the Swoop and Kickoff sweeps.
Prize offerings slightly evolved this year, with the Kids sweeps adding an eighth prize and the Swoop sweeps awarding a slew of prizes ranging from a pair of 2019 season tickets to the Eagles’ regular season home games, Acme and Eagles pro shop gift cards to autographed Eagles merchandise.
At the same time, most marketing materials for both sweeps additionally plug 5% off total purchases of at least $20 on Eagles game days to those wearing Eagles apparel. Separate support includes social media updates as well as in-store displays and signage including ceiling signs and standees depicting Swoop.
In other related activity, Acme plugged its private label Signature Select chocolate chip cookies flaunting Eagles-themed packaging in bakery sections in stores as well as in circulars.