Ahold Fills Carts for a Cure

Ahold USA hosted a company-wide “Fill Your Cart for a Cure” campaign throughout “Breast Cancer Awareness Month” in October.Running across the Stop & Shop, Giant-Landover and Giant-Carlisle chains, the four-week effort made various pledges to local breast-cancer organizations with purchase of participating items.The list of eligible products changed weekly, with Procter & Gamble brands getting the spotlight during the first flight as a tie-in to the manufacturer's concurrent pink-themed FSI drop. (See "P&G brandSaver ..." in Related Articles.) Shoppers were offered a $10 Visa prepaid card and $3 donation to local organizations with purchase of $35 in eligible SKUs. (See Related Promotional Activity.)General Mills took center stage in the second week with an overlay to its national "Pink Together" campaign that dangled $10 off the receipt and a $3 donation to local Susan G. Komen for the Cure affiliates (see Related Promotional Activity) with purchase of $30 in eligible product. Separately, Mills' Yoplait promised a $2 donation to Komen and $2 off a purchase of 20 yogurt cups. In-store signs supported the latter.In what could be a first for Ahold, the retailer's own pink-packaged store-brand products were featured in week three, with shoppers earning $5 off a future receipt and triggering a $5 donation to local affiliates of Komen and the American Cancer Society with purchase of $20 in items. Price labels identified the eligible SKUs at the shelf.The effort concluded in week four with eligible brands from a variety of other manufacturers, including Ralcorp's Post, J.M. Smucker Co.'s Smucker's and Continental Mills' Krusteaz. Shoppers triggered a $1 donation to local breast-cancer organizations and earned an instant $4 off with purchase of $15 worth of qualifying items. The campaign was communicated throughout the month via distinctive pink, brown and purple ads on chain websites, in circular features and on in-store signage. Ceiling and stanchion signs invited shoppers to “Buy, Get, Give,” with the latter P-O-P carrying tearpad checklists presenting each week’s qualifying SKUs.Stores also distributed themed booklets containing $33 in coupons from week-four's partners and other brands positioned as supporting the fight against breast cancer, including Smucker’s Hungry Jack, Crisco and Dunkin’ Donuts; PepsiCo’s Tropicana; ACH Food Companies’ Karo, Argo, Fleischmann’s and Spice Islands; Barilla America’s Piccolini; Unilever’s Mrs. Dash; Lactalis Retail Dairy’s Sorrento; Del Monte Corp.’s 9Lives; and Church & Dwight’s Arm & Hammer. Some of the brands also provided recipes incorporating their products.The chains additionally pledged 25 cents to Komen from each sale of two themed bouquets in floral departments, and five cents to local charities with each purchase of a reuseable pink-ribbon shopping bag. Store pharmacies also distributed awareness brochures.Among chain-specific activity:As part of its 75th anniversary celebration, Giant-Landover partnered with Kellogg Co.’s Eggo (which also celebrates its 75th birthday this year) to donate 75 cents to local charities with each purchase.Giant-Carlisle promised $1 (up to $5,000) to the Pennsylvania Breast Cancer Coalition for every person who shared a personal breast cancer-related story on the supermarket‘s Facebook page.Stop & Shop boasted about its employees participating in several walks sponsored by the American Cancer Society's “Making Strides Against Breast Cancer” program in New York, New Jersey and Rhode Island.Giant-Landover invited consumers to join some 300 employees in a local Komen Race for the Cure event on Oct. 23. The chain provided runners with free water, bananas and granola bars.

Ahold Fills Carts for a Cure

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