Food Lion Spends the Holidays with Brands

Delhaize America's Food Lion partnered with seven manufacturers to conduct a "HoliDeals" bulk-purchase incentive this holiday season.Running Dec. 4-24, the promotion offered the chain's MVP loyalty cardholders $5 or $10 off $10 or $25 purchases of products from the participating manufacturers: Clorox Co., Kimberly-Clark, Nestlé, Unilever, Kellogg Co., J.M. Smucker Co. and King Arthur Flour Co.A Nov. 26 email blast and a home page carousel ad on foodlion.com linked to a list of qualifying products in the "Promotions" section of the website. The marketing plan also included a 30-second TV spot, features is multiple weekly circulars and Facebook updates.In other seasonal activity, Food Lion reprised the "Free Holiday Dinner" promotion it ran last year (see "Delhaize America Fights …" in Related Articles), offering a $20 coupon to cardholders who spent at least $40 in one transaction in six different weeks from Oct. 2 through Nov. 26. Window posters and banners promoted the deal in stores. TV and radio spots, multiple full-page features, a home page carousel ad and email ads supported.The retailer also targeted shoppers looking for an easy Thanksgiving dinner with a "Holiday Family Meal Deal" program. From Nov. 13-28, cardholders could buy a package consisting of a Hormel Foods' Jennie-O turkey, three side dishes from Savannah Food Co.'s Savannah Classics, King's Hawaiian's flagship rolls and a bakery pie for $29.99. A Nov. 13 feature, a home page carousel ad and ads in multiple emails promoted the deal.Elsewhere, Food Lion staged its 11th annual "Hunger Has A Cure" effort (see "Food Lion Benefits …"), soliciting donations at checkout and selling boxes of five private-label products at $4.99 to benefit Feeding America-affiliated food banks from Nov. 22 through Dec. 24. The boxes were stocked in upfront dump bins. Features, a home page carousel ad, Facebook updates and email ads supported. Food Lion also joined Unilever's "Add Hope" campaign for Feeding America. (See Related Promotional Activity.)In stores, a "Holiday Baking Center" pallet display united products from brands including General Mills' Betty Crocker, ACH Food Companies' Karo, Johnson & Johnson's Splenda, Reily Foods' Swans Down, John B. Sanfilippo & Son's Fisher and Domino Foods' flagship. Stanchion signs distributed brochures promoting perimeter-department offerings.Prominent placement also was given to national seasonal displays from Mondelez International's Nabisco, Kraft Foods Group's Jell-O, Pinnacle Foods Group's Duncan Hines, Heineken International's flagship brand and McKee Foods' Little Debbie.

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