Southeastern Grocers Builds a Wall for Veterans

Southeastern Grocers added an in-store fundraiser to this year's tie-in to Acosta Sales & Marketing's annual "Believe in Heroes" cause campaign.As it typically does during the campaign, the retailer spotlighted brands that support nonprofit Wounded Warrior Project with multiple features in chain circulars on Oct. 28 and Nov. 4, also devoting a Nov. 4 eight-page in-store circular to the effort. The retailer again also pledged to donate $1 to the cause for every bouquet of a dozen roses purchased from Nov. 4-11. In-store violators, carousel ads on chain home pages and social media activity rounded out the effort.For the first time, shoppers could also donate $1 at checkout from Nov. 2-15, earning a spot for a card bearing their name on a wall around a bilingual poster touting the campaign. Checkout signs promoted the fundraiser in stores, with ads in multiple emails, YouTube videos (see below), and Facebook and Twitter updates supporting.The retailer also partnered with Wounded Warrior Project to host a group of 100 veterans served by the nonprofit and their families for an early Thanksgiving dinner aboard the U.S.S. York prepared by celebrity chef Curtis Stone. A 30-second TV spot (see below) promoted the effort.Part of the retailer's ongoing "Cooking with Curtis for Under $10" meal-planning program, the recipes for "Curtis Stone's Thanksgiving Feast" are the center of the Southeastern Grocers' marketing plan for the holiday. A Nov. 16 email blast, carousel ads on chain home pages, and updates on chain Facebook and Twitter pages link to a page within each chain's website hosting a longer version of the spot, which was also posted on YouTube. Radio spots, and front-page and interior features in chain circulars on Nov. 18 support.

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