Jewel-Osco Takes a Victory Lap with the Cubs

Albertsons Cos.’ Jewel-Osco is activating its sponsorship of the Chicago Cubs with one exclusive after another following the Major League Baseball team’s epic 2016 World Series win last November.Just as baseball season kicked off in early May, the supermarket chain unveiled a limited-edition “2016 Championship” box for its exclusive “RizzO’s” toasted oats cereal inspired by player Anthony Rizzo and first released last year. Rizzo appeared at a Chicago-area store to introduce the special box, in an event that was broadcast via Facebook Live.Shortly after, the retailer released another limited-edition cereal in honor of retired player David Ross. Ross also appeared in a Facebook Live broadcast to promote the SKU, “Grandpa Rossy Crunch.” Jewel-Osco didn’t stop there, later announcing a third oats-and-marshmallow cereal via Facebook Live, “Zorilla Crunch,” in collaboration with Cub’s player Ben Zobrist.In stores, the cereals earned secondary merchandising space on upfront spectaculars and floorstands positioned in aisles and near checkout. All three commemoratives were produced in partnership with Pittsburgh-based PLB Sports. The food marketing company is also selling the exclusives nationally on its website.In addition to the cereal exclusives, Chicago Cubs sponsor Vienna Beef produced beef franks with commemorative championship labels for the retailer. Header cards positioned over coolers tout its limited availability.The most unexpected exclusive, however, came in the form of “Rizzo Wrap,” a limited-edition release of Reynolds Consumer Products’ Reynolds Wrap bearing the alternative title and Rizzo’s likeness on its packaging.The product emerged from a bet that Rizzo made with the Chicago-based manufacturer and Cubs sponsor last year: if the team broke its 108-year losing streak and took home the World Series, it would have to create a special aluminum foil in his honor. Following the win, the manufacturer worked with Jewel-Osco to bring the exclusive to fans."Over the course of the summer we anticipate shipping more than 2,000 Rizzo Wrap display units to 186 Jewel-Osco locations," Reynolds Wrap marketing director Mike Mazza told The Daily Herald.Multiple circular features and social media updates plugged the bevy of exclusives, as well as SKUs from Cubs sponsors Ferrero’s Fannie May Chocolates and BA Nutrition’s BodyArmor sports drink. Run-of-press ads in newspapers including The Chicago Tribune supported.Anheuser-Busch InBev’s Budweiser, another sponsor of the Cubs, also took the opportunity to congratulate the team in stores via cooler displays and signage on spectaculars.Outside of the World Series buzz, Jewel-Osco is marking baseball season by staging its fourth annual “Stock Your Bullpen” instant-win game activating its sponsorship of both the Cubs and the Chicago White Sox.From May 7 to Aug. 29, shoppers who purchase $10 worth of eligible product receive a game piece at checkout that determines if they won. The game awards several thousand prizes including Cubs and Sox tickets, the opportunity to throw the first pitch at a game, store gift cards, and team paraphernalia.Participating manufacturers include PepsiCo/Frito-Lay, General Mills, Kraft Heinz Co., Sara Lee Corp., as well as the aforementioned Chicago Cubs sponsors.Shelf tags in stores and circular features identify eligible items. Violators and header cards on floorstands plug the game in stores, and home page carousel ads and social media updates lend support online.

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