Safeway Elevates Treats for Ice Cream Month

On the heels of June’s designation as “National Dairy Month,” Albertsons Co.’s Safeway is leveraging July's designation as "National Ice Cream Month" to elevate frozen treats and plug a sweepstakes from the National Frozen & Refrigerated Foods Association (NFRF).Every week from June 24 through July 28, Safeway is dangling a free private label SKU for Just For U loyalty members who purchase at least $10 worth of participating frozen items in a single transaction. Participating SKUs are identified via dedicated in-store shelf tags, and have mostly included SKUs from private label brands Signature Select, Open Nature, O Organics and Signature Reserve. A different product from Safeway’s Signature Select or Open Nature ice cream lines is designated as a reward each week, such as a six-pack of Signature Select ice cream sandwiches for week two, which ran from July 1-7. Members can add the offer to their loyalty cards online or via the Safeway mobile app.In stores, a supporting “Let’s Celebrate” ice cream month-themed stanchion sign touts the weekly purchase incentive while highlighting each week’s frozen reward. It additionally plugs NFRA’s national “Ice Cream and Novelties Coupon Giveaway,” which awards three grand-prize winners with ice cream and novelties for a year and 10 first-prize winners with a cooler bag filled with ice cream and coupons. Entry is on easyhomemeals.com through Aug. 2. This year's sponsors for NFRA’s sweeps include Wells Enterprises’ Blue Bunny and Halo Top, Unilever’s Ben & Jerry’s and Magnum, and Outshine from Nestle’s Dreyer’s. In the frozen food aisles, supporting “summer favorites” freezer clings also remind shoppers that “July is Ice Cream Month.”In additional in-store activity, another supporting stanchion sign touted a sampling event in observance of the July 19 designation as “National Ice Cream Day” from 12-2 p.m., despite the ongoing COVID-19 pandemic, which initially halted sampling operations at many retailers throughout the country. Just in time for the occasion, Albertsons had launched four bold new flavors of Signature Select ice cream and introduced a range of nine non-dairy, plant-based flavors under its Open Nature brand.Among other support, Safeway circulars have been highlighting various ice cream and frozen treat SKUs, particularly those from its own private labels. The chain is also offering a two for $7 deal on Signature Select ice cream and novelties SKUs from July 1-28. In related activity, the supermarket chain recruited food bloggers for sponsored posts on their platforms sharing their recipes using the retailer’s frozen private label products. The partnerships spanned sponsored social media updates across platforms including Facebook-owned Instagram, which Albertsons said it had paused activity on concerns the social media company isn't doing enough to stop hate speech. Apparently that boycott does not include paid influencer marketing.

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