Meijer is heavily promoting its sponsorship of the fourth annual Meijer Ladies Professional Golf Association Classic for Simply Give, which runs June 13-18 in the retailer's home city of Grand Rapids, MI.

In stores, pallet trains promoting the event merchandise SKUs from fellow sponsor General Mills and tout the manufacturer's pledge to donate $150,000 to the retailer's ongoing Simply Give program, which supports regional food banks. An eight-page newspaper insert distributed on June 8 touted the latest flight of the program, which asks shoppers to purchase $10 donation cards in stores from June 8-18. The ad also offers deals on SKUs from Mills and fellow tournament sponsors Kraft Heinz Co., PepsiCo, Mondelez International, Conagra Brands, Kellogg Co., Procter & Gamble and Anheuser-Busch InBev.

Meijer began building buzz for the event in April with a 30-second TV spot (see below) starring golfers Paula Creamer and Morgan Pressel. The marketing campaign also features print ads in newspapers including the Grand Rapids Press, an ad in a June 11 email, a banner ad on meijer.com, and numerous updates posted on the LPGA Facebook page and Meijer LPGA Classic Twitter account.

For the second year, the tournament also includes "The Grand Taste" at the Meijer LPGA on June 17, in which the mass merchant will be showing off food from its fresh, bakery, sushi and meat departments alongside dishes and drinks from local restaurants and breweries. Meijer also will be making a $1,000 donation to Simply Give in honor of the winners of the Meijer LPGA 5K Run and Walk, which takes place the same day.