Hannaford Gets Its Bulk 'Game On'

Delhaize America's Hannaford ditched its long-running "Football Frenzy" campaign this Super Bowl season, instead running a series of bulk-purchase incentives under a "Game On" theme.The deals were:A free jar of PepsiCo's Tostitos salsa with purchase of two bags of Tostitos chips from Jan. 3 to Feb. 7.A free can of store-brand diced tomatoes with purchase of two cans of Bush Brothers' Bush's Best beans during the same time period.A free jar of Unilever's Ragu sauce with purchase of a bag of store-brand frozen meatballs from Jan. 3-17.A free box of Mondelez International's Ritz crackers with purchase of a block of Cabot Creamery Cooperative's Cabot cheese from Jan. 24 to Feb. 7.In stores, the Bush's SKUs and Hannaford tomatoes were merchandised next to each other in dump bins outfitted with framed signs promoting the incentive. The theme also was employed on spectaculars merchandising Anheuser-Busch InBev's Goose Island beer and Hampton Farms' peanuts. Stores additionally distributed a Game On booklet containing coupons for 24 brands including General Mills' Pillsbury, Mars Inc.'s M&M's, Nestle's DiGiorno, Dr Pepper Snapple Group's Schweppes and Georgia-Pacific's Dixie. The coupons were valid through Feb. 14.Weekly circular features promoted both the bulk-purchase incentives and brands found in the coupon book. Radio spots, a run-of-press ad in the Lowell Sun, a home page leaderboard ad on hannaford.com, ads in multiple emails and a Feb. 2 Facebook update supported.In other seasonal activity, Hannaford partnered with Shipyard Brewing Co. for a "Super Big Game Pack" sweepstakes awarding an HDTV and a store gift card. Shoppers entered from Jan. 3 to Feb. 2 by entering a keyword found on account-specific posters positioned in stores above Shipyard case stacks.

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