Food Lion Is Game for Back-to-School Season

Ahold Delhaize's Food Lion is uniting a dozen manufacturers for a back-to-school-themed instant-win game.MVP loyalty cardholders who purchase five SKUs from a list of 60 eligible brands between Aug. 9 and Sept. 13 receive an entry code they can use on a promotional page within foodlion.com. The game awards 5,000 winners with $100 store gift cards. Southfield, MI-based PrizeLogic handles.Eligible brands, which include General Mills' Annie's, Kraft Heinz Co.'s Philadelphia, Nestle's DiGiorno, Unilever's Suave, Tyson Foods' Hillshire Farm and Campbell Soup Co.'s Garden Fresh Gourmet, are marked with shelf signs in stores. The marketing campaign also incorporates a run-of-press ad in The Charlotte Post, circular features, an Aug. 9 Facebook update, email ads and a home page carousel ad on Food Lion's website.In other seasonal activity, Food Lion offered 20 bonus credits for General Mills' Box Tops for Education program with purchase of any five SKUs from the manufacturer from Aug. 23-29. A feature in the chain's Aug. 23 circular and a display ad on cdkitchen.com promoted the incentive. Food Lion ran a similar promotion during the 2016 back-to-school season, though that version also involved a sweepstakes.Food Lion also partnered with Dr Pepper Snapple Group's Mott's on a "Start Strong" sweeps that awarded the grand-prize winner's kids with a limo ride to school. Consumers entered from July 12-25 through a promotional page within foodlion.com. The sweeps also awarded $50 to $250 store gift cards to 25 runners-up. A feature in the digital version of Food Lion's July 12 circular promoted the sweeps. Clearwater, MN-based Innovative Processing and IN Marketing, Norwalk, CT, administered.

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