Publix Goes Back to School with BOGOs

Publix offered BOGO deals and other discounts on dozens of brands from July 26 to Aug. 13 during its annual back-to-school sale.Stanchion signs and shelf signs spotlighting Chobani, General Mills' Honey Nut Cheerios and Mondelez International's Nabisco promoted the sale in stores. A pair of dedicated circulars dropping on July 26 and Aug. 6 contained full-page features spotlighting those brands and offering BOGOs on additional products including RB's Lysol, Henkel's Purex, and the flagships of Campbell Soup Co. and Dole Food Co. A home page carousel ad on publix.com and multiple email ads supported.Radio spots promoting the sale highlighted products including Kraft Heinz Co.'s Capri Sun, Kellogg Co.'s Kellogg, Danone's Danimals and B&G Foods' SnackWell's. A full-page feature in the retailer's July 26 circular extended the sale to BOGO deals on traditional school supplies from brands including 3M's Scotch, Newell Brands' Elmer's and Bic Corp.'s flagship.Kellogg earned special attention with a "stock up for school" feature in the retailer's Aug. 5 coupon book offering a $10 store gift card to shoppers who spend $30 on the manufacturer's products from July 30 to Sept. 11 and upload their receipt to a promotional website (stockupforschool.com). A July 30 co-op FSI also promoted the incentive.In other in-store activity, danglers and standees position linked pairs of store gift cards as a way for parents to give their college student money for food. Other standees stock $5, $7 and $10 donation cards for the retailer's annual "Give Tools for Back to School" fundraiser. Stores also hosted back-to-school themed tasting events on Aug. 19.

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