Activia's Sweepstakes at Loblaws Promotes Gut Health
What’s new: Danone’s Activia recently wrapped a sweepstakes at Loblaws that awarded one member of the retailer’s PC Optimum loyalty program 10 million points (valued at $10,000).
What we saw: Cooler signs and danglers in stores plugged the sweepstakes, which shoppers could enter from Jan. 2 to Feb. 19 by spending $7 on Activia products. That purchase also awarded them 1,500 PC Optimum points. The messaging encouraged shoppers to start a “gut health challenge” by eating two servings of the probiotic yogurt daily for two weeks.
Supporting activity: The retailer also promoted the sweepstakes with multiple circular features and a dedicated web page within Loblaws.ca.
What else: Loblaws is currently running an instant-win game through the PC Optimum app. Members can play weekly from Feb. 18 to March 4. The game awards 250,000 winners free SKUs from Coca-Cola Co.’s Bodyarmor, Kellanova’s Pringles or Kellogg’s, Mondelez International’s Sour Patch Kids, PepsiCo’s Quaker and Kraft Heinz Co.’s Pure. Additionally, the game awards 4,000 bonus offers to subscribers of the retailer’s PC Express Pass grocery delivery service, while giving out 10,000 points with a $35 purchase, 15,000 with a $40 purchase, and 25,000 points with a $60 order.
More context: Loblaws regularly partners with major brands for bulk purchase incentives and sweepstakes for its PC Optimum members, having worked with both Nestle Purina and Kraft Heinz on major promotions last summer.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
