Southeastern Grocers' Winn-Dixie and Bi-Lo are rewarding shoppers with Star Wars collectibles as a tie in to the Dec. 15 theatrical release of Walt Disney Co.'s Star Wars: The Last Jedi.

Plenti loyalty cardholders receive a pack of "Star Wars Cosmic Shells" with any $20 purchase from Nov. 24 to Jan. 16, 2018. Participants receive a bonus pack with purchase of five SKUs from a list of hundreds of eligible brands including Bimbo Bakeries' Thomas', General Mills' Pillsbury, Hormel Foods' flagship, Kellogg Co.'s Eggo, Unilever's Axe, Procter & Gamble's Dawn, Kraft Heinz Co.'s Oscar Mayer and WhiteWave Foods' Earthbound Farm.

Each of the 72 shells can be scanned into a dedicated mobile application developed by BrandLoyalty, The Netherlands, to watch associated virtual reality videos and play games. Some in-store signage promoting the campaign can also be scanned with the app to unlock additional content. Five packs contain a "Golden Shell" that awards an exclusive piece of Star Wars merchandise.

The effort is enjoying heavy in-store support via stanchion signs, window posters, ceiling signs, standees, rack signs, endcap displays, balloons and floor clings. Floorstands merchandising licensed water bottles, bowls and plates receive prominent placement. Other floorstands stock a collectors album for the shells and goggles compatible with the app. Priced at $3.99, the items were also awarded as part of a bulk-purchase incentive with Procter & Gamble.

TV spots, display ads on websites such as floridagators.com, circular features, carousel ads on chain home pages, email ads, and Facebook and Twitter updates support the campaign. Six stores kicked off the campaign on Nov. 24 with events featuring face painting, sampling, prizes and photo opportunities with Stormtroopers. The costumed characters also made appearances at Nov. 25 tailgating events at the University of Florida vs. Florida State University football game in Gainesville, FL, and the University of South Carolina vs. Clemson University football game in Columbia, SC. Southeastern Grocers sponsors all four teams.

The retailer ran a similar collectible program last year without an entertainment tie-in.

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