Hannaford Observes 'Whole Health Month'

Ahold Delhaize's Hannaford again declared February as “Whole Health Month” at the grocer, highlighting healthy choices and recipes in stores and online throughout the month.Aimed at helping shoppers “take a step toward healthy” and offering up inspiration for “whole health for the whole family,” the program leverages the retailer's Guiding Stars nutritional labeling system and rewards program to help shoppers navigate stores and incentivize healthier choices by offering 2% of the money spent on private label products as rewards points, which can be redeemed quarterly for a discount on a future receipt. In store produce departments, a refrigerated display decked out in green “whole health meals” signage promotes Guiding Star-eligible recipes for “spicy tofu & basil stir-fry" and "broccoli & cheddar casserole." The recipes are found in Hannaford’s free fresh magazine under “Fast Lane” meals and printed on recipe cards distributed in stores. "Fast Lane" meals are recipes containing 14 ingredients from Hannaford private brands that can be used to make multiple healthy meals that all earn 2% back in rewards.Most of the ingredients needed for the aforementioned two recipes are stocked in the refrigerated display or on shelves affixed to the sides. A rack stocking copies of the latest fresh magazine is positioned adjacent to the display, while a dedicated “whole health” standee promoting the program and doling out recipes cards is also positioned nearby. In the frozen aisles, opaque cooler clings positioned near frozen fruit and vegetable SKUs also support.While dedicated in-store P-O-P materials help shoppers navigate the aisles, online activity also plays a key role, especially for those shoppers who like to research and plan their shopping trips ahead of time.Throughout February, a “Whole Health” leaderboard ad has greeted visitors to the hannaford.com home page, communicating “February is Whole Health Month and we've got lots of delicious ways to keep you and your family healthy!” A “Shop Healthy” button directs consumers to a dedicated “Whole Health" hub grouping a slew of relevant inspirational content into multiple “whole health collections” – which each lead to an individual e-commerce page corralling qualifying SKUs – including:A “breakfast collection” spanning items such as fresh and frozen fruit, yogurt and dry tea.A “light lunch items” collection of bagged salads, fresh produce, soups, seasonings and sandwich fixings, to name a few.A new "Fast Lane” collection (also plugged in stores) showcasing 14 ingredients from Hannaford private-label brands that can make three healthy meals that earn Guiding Stars.A “snacking combos that keep your kids fueled up” collection including packaged, pre-sliced fruits and vegetables.A significant portion of the highlighted SKUs are from private labels like Nature’s Promise and the Hannaford store brand, though national brands also had a large presence in the collections.Dedicated displays ads in email blasts also supported, as did multiple social media updates, which highlighted dietician services and healthy/better-for-you foods and recipes throughout the month, often using demo videos. (View one below.)

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