H-E-B Brings Back Italy

For the second consecutive year, H-E-B staged a “Ciao Italia” campaign spotlighting Italian imports and private-label SKUs.The Texas grocer re-stocked nearly 3,000 Italian-made items, again deploying a robust P-O-P package and this year increasing digital support for the program.H-E-B teased the Ciao Italia promotion one week before it started with Italian-themed Facebook, Twitter and Instagram updates on Aug. 31. A Facebook live stream showcased Italian chefs teaching H-E-B chefs how to cook Italian staples such as risotto and tiramisu. Videos on the retailer’s YouTube channel spotlighted an Italian vineyard and pasta maker whose products can be found in stores during the promotion. (See videos below.)On heb.com, a carousel ad linked to a dedicated Ciao Italia web page (heb.com/italy) showcasing recipes, wine pairings and exclusive Italian SKUs. It also linked to an e-commerce page offering roughly 200 non-perishable Italian SKUs such as sauces, olive oil and pasta. A slew of additional SKUs including imported cheese, meats and fresh pasta were available in stores. Robust P-O-P support for the campaign included banners, standees, circular rack signs and cooler displays employed the Ciao Italia logo. Circular features rounded out the marketing effort.A corresponding sweepstakes running Sept. 28 through Oct. 11 awarded a grand-prize 2017 Fiat 500X, first-prize trip to Rome and second-prize 2017 Vespa Primavera. Fifty third-prize winners also each received a $100 H-E-B e-gift card. Consumers entered on the promotional web page and were able to earn bonus entries by completing acitvities such as reviewing a product on the H-E-B website, sharing the sweeps with friends via email or viewing a recipe. Southfield, MI-based HelloWorld handled.Ciao Italia is an extension of H-E-B’s partnership with the Italian Trade Agency, which aims to make imported Italian goods more accessible to American consumers.

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