Food Lion Marks the Holidays with Dinner and a Movie

Delhaize America's Food Lion united 14 manufacturers this month for a "Hollywood Holidays" bulk purchase incentive.From Dec. 2-22, the supermarket chain's MVP loyalty cardholders receive a checkout code with the purchase of five eligible products from dozens of brands including Kellogg Co.'s Cheez-It, J.M. Smucker Co.'s Crisco, Mars Inc.'s Dove, Kraft Heinz Co.'s Gevalia, Unilever's Ben & Jerry's and Kimberly-Clark's Kleenex. The codes are redeemable for a movie ticket (via Fandango) through Jan. 31, 2016, on a promotional web page.Weekly circular features beginning Dec. 2 promote the incentive. A Dec. 11 email blast, home page carousel ad on foodlion.com, and Facebook and Twitter updates support.In other seasonal activity, Food Lion is reprising its annual "Holidays Without Hunger" campaign benefiting local Feeding America-affiliated food banks. Part of the chain's larger "Food Lion Feeds" platform, the effort asks shoppers to purchase $5 boxes filled with private-label products to donate or make cash contributions at checkout from Nov. 18 to Dec. 22. Food Lion has pledged a minimum $100,000 donation to the nonprofit.The boxes are merchandised on spectaculars and endcap displays near checkout. Window posters tout their availability. The cause campaign also gains support from radio spots, display ads on the websites of local newspapers such as The News & Observer, circular features running weekly since Nov. 18, a home page carousel ad on foodlion.com, ads in multiple emails, and Facebook and Twitter updates.Food Lion also is attempting to top-off baskets by spotlighting third-party gift cards, which are merchandised on endcaps, floorstands and standees in stores. A Dec. 16 circular feature dangled $10 off a future receipt with purchase of $150 worth of Visa gift cards.Elsewhere in stores, products from national brands including Hershey Co.'s Reese's, Nestle's SweeTarts, Mars's M&M's and Continental Mills' Krusteaz are merchandised together on holiday-themed half-pallets and endcap displays.The regional grocer also reprised its annual "Holiday Meal Deal" promotion, offering loyalty cardholders a Hormel Foods' Jenny-O turkey, King's Hawaiian's flagship rolls, and a choice of four frozen sides from Savannah Food Co.'s Savannah Classics for $39.99 from Nov. 11 to Dec. 1. Stanchion signs promoted the deal in stores, with a home page carousel ad on foodlion.com and ads in multiple emails supporting.In related digital activity, Food Lion is running a series of daily sweepstakes on Facebook from Dec. 14-25. Consumers enter by commenting on an update asking a question such as "tell us your favorite Christmas movie" or "share your favorite Christmas meal." Ten to 12 winners each day get prizes such as a $50 store gift card or a $250 Lowe's gift card.

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