Hannaford Follows 'Guiding Stars' Back to School

Ahold Delhaize's Hannaford used a bulk-purchase incentive to position its "Guiding Stars" nutrition labeling system as a way to shop for healthy school lunch options for kids.In stores, rack signs using a "Pack a healthy lunch and save" message offered $3 off a future receipt with the purchase of three qualifying SKUs from Aug. 7-27. Launched in 2006, the Guiding Stars program gives products one to three stars based on their nutritional value. Starred items have more vitamins, minerals, fiber and whole grains and less fat, cholesterol, and added sodium and sugars.Multiple features in the retailer's Aug. 7 circular promoted the incentive and highlighted deals on products from private labels Nature's Place, Taste of Inspirations and Hannaford along with Unilever's Hellmann's, Chiquita Brands' Fresh Express, Kellogg Co.'s Kashi, PepsiCo's Sabra, and the flagships of Cabot Creamery, McCormick & Co. and Dannon Co. Facebook and Twitter updates touted the deal and hosted videos providing school lunch ideas incorporating the qualifying brands. (See below.) Ads in multiple emails and a home page display ad on hannaford.com supported.In other seasonal activity, Hannaford is continuing to expand its annual "Hannaford Helps Schools" cause campaign. Shoppers who purchase four products from a list of 1,600 SKUs – up from 1,200 last year – from Aug. 28 to Dec. 3 trigger a $3 donation to the K-12 school of their choice. As of this year, the chain is no longer giving a $1,000 bonus donation to the school that earns the most money by the end of the campaign.A home page display ad and ads in multiple emails link to a web page hosting a list of eligible items, which span the chain's private labels along with dozens of national brands including PepsiCo's Munchies, General Mills' Chex, Coca-Cola Co.'s Powerade, Clorox Co.'s Hidden Valley, Campbell Soup Co.'s Pepperidge Farm and Procter & Gamble's Tide.

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