Ahold Gets in the Holiday Spirit

Ahold USA's Giant-Carlisle is promoting a "Holiday Collection" consisting of limited-time private-label foods such as frozen crab rangoon, ready-to-bake casserole kits, and fruit and cheese trays. The collection is advertised on stanchion signs distributing take-one brochures of holiday entertaining tips, as well as online. Outdoor banners promote other holiday products such as wreaths and prepared meals. (See Images at right.)Sister chains Giant-Landover and Stop & Shop, meanwhile, are using stanchion signs to highlight pre-made holiday dinners and distribute take-ones containing details about menus and prices. (See Images at right.) The chains are also using stanchion signs to promote an in-store "Celebrations" holiday entertaining guide. Circular features support.Elsewhere, the latest flight in the chains' ongoing seasonal endcap program (see "Ahold Offers ..." in Related Articles) invites shoppers to "Cook Up a Little Holiday Magic" with products from such manufacturers as General Mills, Campbell Soup Co., Kraft Foods, Reckitt Benckiser and Newman's Own. (See Image at right.)In other seasonal programs at Giant-Landover, cooler clings direct shoppers to Blackhawk Network's Gift Card Mall. (See Images at right.)Other Promotional ActivityStanchion signs and counter signs at Giant-Landover introduce a "sandwich club" that delivers one free sandwich with each purchase of six.Among recent vendor-specific activity at Giant-Landover and Stop & Shop: Circulars featured an offer for $5 off a future receipt with purchase of two participating items from Procter & Gamble's Tide, Bounty or Charmin. The chains dangle a free gallon of milk with loyalty-card purchase of three boxes of cereal from General Mills (or Small Planet Foods' Cascadian Farms at Giant). Circular features support.Among recent activity at Stop & Shop, loyalty cardholders were offered: automatic entry into a Hallmark sweepstakes awarding $1,000 in store gift cards with purchase of three greeting cards. an additional 10 cents off per gallon with purchase of four Unilever or General Mills cereals (in separate weeks) through the chain's ongoing Gas Rewards program. (Private-label products were featured in two other weeks.) $5 off at checkout with purchase of $15 in Johnson & Johnson's Stayfree or o.b. products; $3 off with purchase of $10 in Unilever's Dove; $10 with purchase of $20 in Nexxus items; $1 with purchase of two Dole bagged salads. $3 off a future receipt with purchase of $10 in Garnier Fructis products or three SKUs of P&G's Bounty, Charmin or Tide.Among recent brand-specific promotions at Giant-Landover: Kraft Foods offers $5 off a future receipt to loyalty cardholders who buy five Maxwell House SKUs from Oct. 16 to Dec. 31. The offer is communicated on shelf labels. Shoppers can track their progress on receipts, and receive the vouchers at checkout. Tyson Foods joined with PepsiCo's Lipton for a "Take it to the House" sweeps promoted on counter cards and case signs at the deli. The sweeps awarded a grand-prize $10,000 home entertainment system. Other prizes included televisions, videogame software and gift cards to NFL.com. Entry was online from Aug. 24 to Oct. 30.Loyalty MarketingStop & Shop also recently mailed frequent-shopper cardholders the second edition of small victories, a mini-magazine of recipes, food preparation tips and lifestyle advice produced by Digitas and King Fish Media. (Stop & Shop owns the trademark on the name.)Each issue contains a letter from Andrea Astrachan, the chain's official "consumer advisor," and 12 coupons for at least $1 off national-brand and private-label products -- including a few offers for free SKUs (one package of Nestlé Morsels and Stop & Shop cream cheese in the holiday edition). The publication reportedly will be bi-monthly, and is only being mailed to moms in the chain's database.Cause MarketingGiant-Landover is using ceiling signs and circular features to promote its 22nd annual "Good Neighbor Food and Funds Drive," which this year aims to raise $300,000 for five regional food banks. Running Nov. 6 to Dec. 31, the program solicits non-perishable food and monetary donations at checkout.Giant's Washington, DC-area stores joined with the Anacostia Watershed Society for a "Pack It" initiative that will give away up to 250,000 reusable grocery bags during the first week of January 2010. The program coincides with a local "bag tax" that will charge shoppers five cents for each paper or plastic bag they require beginning Jan. 1. Giant, meanwhile, is awarding a five-cent refund for each bag shoppers bring with them. Circular features support.

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