ShopRite Throws 'Can Can' a Birthday Bash

ShopRite recognized the 40th anniversary of its iconic "Can Can Sale" in January with an integrated campaign highlighted by customized packaging and other manufacturer support. The semi-annual event -- which long ago moved beyond canned goods to cover the entire store -- enlisted the participation of such manufacturers as Colgate-Palmolive Co., General Mills, Interstate Bakeries, Nestlé, Coca-Cola Co. and Tasty Baking Co. Those companies were among the ones that went "retro" by providing customized packaging representing labels from 40 years ago and also carrying a "Can Can 40th Anniversary" logo. Participating brands included Mills' Progresso, Coca-Cola, Nestlé Crunch, Tastykake, Colgate's Ajax and Interstate's Hostess Ho Hos. Circular features promoted the special packaging under a "Remember when?" message.In other collaborative activity, ShopRite teamed with Procter & Gamble for an anniversary-themed sweepstakes that awarded 42-inch high-def televisions to 40 grand-prize winners. The chain's Price Plus Club loyalty cardholders were automatically entered with purchase of Tide, Charmin, Bounty, Pringles, Gillette, Old Spice, Head & Shoulders or Prilosec OTC from Jan. 2-22.Overall, stores used a multitude of signs depicting the legendary (and now multicultural) Can Can dancers alongside the campaign's logo. Participating products were identified with shelf labels and presented on a variety of secondary displays. Among representative offers: five 12-packs of Coke beverages for $10; four SKUs of Red Gold Inc.'s Tuttorosso tomatoes for $3; and Nestlé Crunch, Dole Foods' flagship pineapple and private-label vegetables for 40 cents per unit.ShopRite used the front page and multiple interior pages of weekly circulars to tout the sale, which ran Jan. 9-22 but was preceded by a four-day "Preview Sale." Dedicated TV spots showcased select products and presented trivia from 1971, along with the campaign's long-time jingle. (See video below.) The sales event also received heavy play on ShopRite's website and Facebook page. A tab on the website's home page linked to the TV spot on YouTube. The chain also presented a "Get Can Canned" website that let visitors superimpose uploaded photos onto the body of a dancer (in a manner similar to OfficeMax's popular "Elf Yourself" campaign). The resulting image could be shared with friends via email, Facebook or Twitter. Progresso and Dr Pepper Snapple Group's 7Up and Canada Dry sponsored the site. In a cause marketing overlay, ShopRite donated 40,000 cans of product to regional food banks, delivering the items in a truck outfitted with "40th Anniversary" graphics.

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