P&G Helps Jewel-Osco Head Back to School

AB Acquisition’s Jewel-Osco teamed with Procter & Gamble for several seasonal marketing efforts this summer.In addition to uniting (along with other AB chains) this month for a themed sweepstakes awarding store gift cards (see "AB Acquisition Sweeps ..." in Related Articles), the partners pitched $5 off a $30 purchase of P&G products as "Back to School Savings." The latter promotion was communicated through an Aug. 2 update on the chain’s Facebook page and shelf tags identifying qualifying SKUs. Meanwhile, a banner ad on jewelosco.com encouraged consumers to “Ace Your Back to School Checklist” and linked to a landing page that let them add SKUs from Always, Crest, Febreze, Gillette, Puffs and Tide to a digital shopping list accessible through the retailer’s mobile application.Elsewhere, Jewel-Osco employed a basic messaging strategy to promote seasonal deals. The Chicago-based supermarket chain began running themed features on July 24, using a “chalk up the savings on back-to-school favorites” message that appeared in the Aug. 7 and Aug. 14 tabs as well. Spotlighted products varied from week to week and encompassed Newell Rubbermaid’s Sharpie markers and Rubbermaid carafes, Mega Brand’s RoseArt glue sticks and generic reading glasses.Among other features, the July 31 tab dangled 25% off school supplies from Hallmark Cards' Crayola; 3M’s Command, Post-It and Scotch; Pentel Co.’s flagship brand; and generic crates and plastic bins. Features in the Aug. 14 and Aug. 21 circulars billed the chain as “One stop shopping for all of your back-to-school needs,” showcasing packaged goods brands such as Unilever’s Tresemme, NBTY Inc.’s Nature’s Bounty and Revlon Inc.’s flagship.Elsewhere in print, Jewel-Osco used the front page of its inaugural “Big Book of Savings” monthly circular (which dropped July 31) to promote Supervalu Inc.'s Essential Everyday copy paper. The promotion also earned an endcap in stores. (See Related Images at right.) Interior promotions included a feature for Sunny Delight Beverages’ SunnyD’s annual “Book Spree.” (See Related Promotional Activity.)In-store activity included floor clings carrying back-to-school messaging.In other seasonal efforts, an Aug. 14 feature dangled $20 off a future $50 receipt with purchase of $100 in gift cards from third parties such as AMC Theatres, Gap Inc., iTunes, Nike, MasterCard and Visa from Aug. 8-20. Sister chain Albertsons ran a similar offer.

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