Ahold Delhaize's Hannaford united 15 manufacturers to fire up grilling season with a "Savor the Flavors of Summer" campaign.
Shoppers who spent $5 on SKUs from eligible brands including private label Taste of Inspiration, Unilever's Hellmann's, Dr Pepper Snapple Group's Schweppes, Campbell Soup Co.'s Pepperidge Farm and RB's Frank's RedHot from April 30 to June 3 received a checkout code they could use to enter a sweepstakes awarding free groceries for a year in the form of 52 $100 store gift cards and a $300 check to one grand-prize winner. One secondary winner each week received a $500 home improvement store gift card. Entry was through a web page operated by Southfield, MI-based Prize Logic.
Shoppers also received a coupon for $1, $2 or $3 off a future receipt when they made a $5, $10 or $15 purchase of qualifying products, respectively.
Eligible SKUs from Kraft Heinz Co.'s Planters, Mondelez International's Ritz, and PepsiCo's Mountain Dew, Pepsi and Diet Pepsi were merchandised on an endcap outfitted with headers and framed signs promoting the sweeps. Window posters, circular features, email ads, a display ad on hannaford.com, and Facebook and Twitter updates supported.
In related activity, Hannaford kicked off the season with a March 26 circular using an "it's never too early to fire up the grill" message to promote deals on vegetables, prepared foods and brands including private label Home360, Kraft Heinz's A.1., Huhtamaki's Chinet and McCormick & Co.'s Lawry's.