Supermarkets Suit Up for Football Season

As the National Football League season heats up, so does the number of related promotions.PepsiCo is leveraging its official NFL sponsorship in a Diet Pepsi promotion that gives one grand-prize winner a trip to Super Bowl XLI. The "NFL Rookie of the Year" sweeps dangles a trip for two to the Feb. 4, 2007, game in Miami, as well as airfare, four nights of lodging, $250 in spending money and passes to a special Diet Pepsi party. To enter the sweeps, participants register at www.NFL.com. Display support includes product spectaculars with signage and inflatables. Publix gave the promotion a half-page feature on the back page of its Sept. 17 circular. Running from Sept. 7 to Jan. 4, 2007, the promotion is an overlay to Diet Pepsi's season-long "Rookie of the Year" campaign, in which fans vote weekly for their favorite new player.Meanwhile, ShopRite and Ahold USA's Giant Carlisle are hosting exclusive gridiron promotions.ShopRite partners with Kraft Foods on the "Catch a Pass from Eli" sweeps, which awards 20 grand-prize winners a spot for their child in the Kraft Youth Football Clinic, where New York Giants quarterback Eli Manning will make an appearance. Children must be between eight and 14 years old to be eligible. Shoppers who purchase four Kraft cheese or Nabisco cracker products using their ShopRite loyalty card are automatically entered. The promotion began Sept. 17 and runs through Sept. 30.Meanwhile, the "Win a Football Party" sweeps at Ahold USA's Giant Carlisle and Tops chains will award $2,000 Best Buy gift cards and $500 Giant/Tops gift cards to 13 grand-prize winners. Frequent-shopper cardholders who purchase seven items from a list of 28 participating brands, including products from Coca-Cola, Pinnacle Foods, Cadbury Schweppes and Sara Lee, are automatically entered. The promotion began on Sept. 17 and runs until Sept. 23.

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