Southeastern Grocers Packs a BTS Lunch

Southeastern Grocers' Winn-Dixie and Bi-Lo chains united 10 CPGs for a "Lunch Box Rewards" bulk-purchase incentive during back-to-school season.Plenti cardholders who purchased 10 eligible SKUs from July 26 to Aug. 15 received a receipt code that could be redeemed on a promotional page within chain websites for a $10 digital Visa card. Rack signs promoting the incentive in stores distributed lists of qualifying products, which included General Mills' Totino's, Coca-Cola Co.'s Powerade, Unilever's Dove, Hershey Co.'s Twizzlers, Kraft Heinz Co.'s Oscar Mayer and Reynolds Consumer Products' Hefty. Circular features, carousel ads on chain home pages, and Facebook and Twitter updates supported.The chains also partnered with General Mills for a separate bulk-purchase incentive activating the manufacturer's Box Tops for Education cause platform. Shoppers who purchased three qualifying items from Aug. 9-15 earned 20 bonus Box Tops. Features running in chain circulars on Aug. 9 plugged the incentive. The chains ran a similar promotion last August, which required the purchase of five SKUs.While Harveys did not run either incentive, it joined with Bi-Lo and Winn-Dixie in using a back-to-school theme in email blasts and Facebook and Twitter updates offering five times the Plenti points on snacks and beverages purchased from Aug. 16-22 and six times the points on health and wellness purchases from July 26 to Aug. 8. Other themed updates plugged deals on products from brands including PepsiCo's Quaker, Kellogg Co.'s Eggo and private label Chek.Elsewhere in stores, packaged snacks from Kellogg Co. and PepsiCo/Frito-Lay are merchandised on themed in-line displays outfitted with shelf strips and violators.

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