Hannaford Keeps Up the Fight Against Hunger

Delhaize America's Hannaford kicked off holiday marketing in October with another effort from its "Hannaford Helps Fight Hunger" platform.The annual winter campaign again encourages shoppers to buy $10 "Helping Hands" boxes containing nine non-perishable products from private label My Essentials to donate to local food pantries through Dec. 31. (See "Food Lion Benefits …" in Related Articles.) The boxes are merchandised near checkout, accompanied by pole toppers and checkout signs encouraging participation.The marketing plan also encompasses a 30-second TV spot, multiple features in weekly circulars, a full-page ad in the November/December issue of Hannaford's in-store fresh magazine, a home-page display ad on hannaford.com, email ads and Facebook posts.The chain also is reprising the "Buy 1, Give 1" program from Nov. 24 through Dec. 14, donating one SKU of My Essentials spaghetti, pasta sauce, green beans or corn to a regional food bank for every purchase of the same. A Nov. 25 Facebook update supported.Stores also will collect $5 donations at checkout from Dec. 2-31. Donors receive $25 worth of unspecified coupons.Meanwhile, Hannaford began running other holiday-themed features on Nov. 3, using generic messages to promote perimeter department offerings and private label products along with national brands including General Mills' Betty Crocker, Kraft Foods Group's Stove Top, HP Hood's Heluva Good and the flagships of Campbell Soup Co., McCormick & Co. and King Arthur Flour Co.In stores, prominent placement is given to national seasonal displays from manufacturers such as Mondelez International, Nestlé-Purina, SC Johnson, Campbell Soup Co., Mars Inc., Snyder's-Lance Inc., Brady Enterprises, Voortman Cookies and Robert Mondavi Wines.Elsewhere, a home-page display ad on hannaford.com and a Nov. 17 circular feature positioned store gift cards as holiday gifts.

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