Safeway Rewards Loyalty Cardholders

Safeway ran a company-wide "Buy 8 Save $4" promotion that gave loyalty cardholders instant savings on the purchase of roughly 3,000 products, including General Mills' Cheerios, PepsiCo's Gatorade, Mars Inc.'s M&M's, Hormel Foods.' flagship brand, and private-label detergent and paper towels. Eligible products were identified by shelf tags. Dedicated endcaps, shelf signs and circular features supported. The promotion ran June 2-15.In a Father's Day effort, all chains offered cardholders free grilling products with purchase of private-label Rancher's Reserve beef through June 26. The items, which included aprons, utensil sets and a combination of the two, varied based on purchase amounts ranging from $30 to $100. Redemption certificates were printed at checkout. The offer was promoted online. Don Jagoda Associates, Melville, NY, handled.All chains also distributed booklets containing $13 in coupons for such brands as Pharmavite's NatureMade, Novartis Consumer Health's Benefiber, Johnson & Johnson's Lubriderm and Georgia-Pacific's Vanity Fair. The booklet also carried an ad promoting Procter & Gamble's new Gillette Fusion ProGlide power razor.Most chains offered two free boxes of Kraft crackers with loyalty-card purchase of four Coca-Cola 12-packs from May 19-25. Shelf signs supported.The majority of chains also promised $10 off a future receipt with purchase of $100 in select gift cards in a promotion from Safeway's Blackhawk Network subsidiary from June 2-15. Signs on Gift Card Mall endcaps supported. Dominick's, Randalls and Safeway promoted a sweeps from Pinnacle Foods Group awarding an $800 Apple Store gift card as grand prize. Five first-prize winners got $250 Apple cards, while 14 second-prize winners received $50 Safeway cards. Entry was automatic with loyalty-card purchase of a Van de Kamp's or Mrs. Paul's SKU from June 2-29. Signs and counter cards supported. (See Images at right.)Dominick's offered a free grande Frappuccino from in-store Starbucks kiosks with purchase of four-packs of Kraft's packaged Starbucks coffee from May 10 to June 22. Shelf signs supported.Loyalty MarketingSafeway's 19 stores in Hawaii are promoting a "Just for U" program that delivers customized offers to cardholders based on purchase history. Launched June 14, the program lets shoppers download "personalized prices" and coupons onto their cards from Safeway's website. All registrants receive a coupon for a free carton of eggs. Store receipts list the savings gained. Safeway tested the program at stores in South Dakota and two California markets in 2009, but has not announced plans for a broader rollout.Cause MarketingAll chains are accepting donations at checkout to benefit the nonprofit Prostate Cancer Foundation. The donations will be used to fund research grants at teaching and research hospitals across the U.S. Safeway has raised approximately $54 million for the cause since 2010. Online marketing supports.CircularsAll chains offered a free one-liter bottle of Fiji Water Co.'s Fiji and package of Hershey Co.'s Hershey's Kisses with purchase of Sony Pictures' Dear John on home video.In another company-wide promotion, Safeway used June 13 circular features to tout a "5 Nights, 5 Easy Meals" program. The two-page feature showcased products that could be used to make such meals as "fiesta fun" chicken (using PepsiCo's Rice-A-Roni and Mission Food Corp.'s Mission tortillas) and "tangy BBQ" (served with Bush Brothers & Co.'s Bush's beans and private-label corn bread). The feature contained $5.50 in coupons for the products, including $1 off ConAgra Foods' Hebrew National (to make "summer brats").Recent promotions conducted at most chains included: a free bag of P&G's Iams cat food with purchase of Clorox Co.'s Fresh Step litter. a free blood glucose meter from Roche Diagnostic's Accu-Chek (via mail-in rebate) from May 30 to June 12. Circular features directed consumers to the pharmacy for details. $6 in instant savings with purchase of two select P&G products, including Tide, Charmin, Cascade, Duracell and Pampers Cruisers, from May 30 to June 5. The offer preceded the June 6 drop of P&G's brandSaver FSI program. $10 off a future receipt with purchase of $50 in Apple iTunes gift cards from June 2-22.Among recent loyalty card offers: Dominick's, Randalls, Safeway, Vons and Pavilions promoted Walt Disney Co.'s Alice in Wonderland on home video through a free-with-purchase deal delivering $6 off a whole roasted chicken from in-store Signature Cafes and free SKUs of American Pop Corn Co.'s Jolly Time, Campbell Soup Co.'s Pepperidge Farm and Coca-Cola's Vitaminwater.

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