Shaw's and Coca-Cola Fill Baskets for Baseball Season

Albertsons Cos.’ Shaw’s worked closely with Coca-Cola Co. this summer to tie in to baseball season by staging a promotion activating the retailer’s status as the “official supermarket” of the Boston Red Sox Radio Network.The “Basket Catch Giveaway” awards 27 grand-prize packages comprising four game tickets, a parking pass, access to the Major League Baseball team’s batting practice, a $200 store gift card, a $100 gas gift card, and various Red Sox paraphernalia. From March 31 to Sept. 30, employees at 27 stores will randomly select a shopper with three eligible Coca-Cola SKUs in their carts as a winner. Southfield, MI-based HelloWorld administers.Stanchion signs and header cards positioned near upfront Coca-Cola spectaculars plug the sweeps, as do headers on endcaps stocking Coke products.A landing page for the promotion on the chain's website hosts pictures of winners as well as a video of Red Sox radio announcer Joe Castiglione surprising a winner at one store.The videos were also shared on the chain's Facebook page. Circular features, a home page carousel ad and radio spots supported.Shaw’s typically runs summer promotions leveraging its ties to the Red Sox as well as Little League baseball. Previous manufacturer partners have included Dietz & Watson and Wise Foods.Coca-Cola also touts its own sponsorship of the Red Sox at Shaw’s with numerous spectaculars and lobby displays, one of which includes a cardboard cutout of mascot Wally the Green Monster.In addition, the manufacturer teamed with fellow sponsor Kayem Foods for a bulk-purchase incentive dangling a free package of hot-dog buns with purchase of Kayem hot dogs and an eligible Coke SKU. Floorstands plugged the offer.National displays from other manufacturers also showed their support for the team in stores, including:A set of E. & J. Gallo Winery’s Barefoot case stackers outfitted with a header depicting Fenway Park.PepsiCo’s Lay’s case stackers activating the brand's status as “an official sponsor of the Boston Red Sox."

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