A&P Sits Back, Lets Brands Bring the Pink

Great Atlantic & Pacific Tea Co. again relied on manufacturer-driven programs to put the color into its "Breast Cancer Awareness Month" marketing in October.The retailer's chains ran circular features during the week of Oct. 4 to promote General Mills' "Save Lids to Save Lives" campaign (see "General Mills Puts …" in Related Articles) while offering store loyalty cardholders $5 off a future receipt (via checkout coupon) with $30 purchase of eligible products from brands including Yoplait, Green Giant, Progresso, Old El Paso and Betty Crocker.Another feature that week touted the $100,000 donation that Coca-Cola Co.'s Fuze and Honest Tea pledged to the nonprofit National Breast Cancer Foundation. (The beverage brands made larger donations to the cause in 2012 and 2011. See "Supervalu Takes ...")Additional features on Oct. 4 and Oct. 11 promised five-cent donations "to cancer care" on behalf of the retailer for every purchase of Panacea Beverage Co.'s My Cause Water or private label America's Choice detergent.Both the features and an Oct. 2 Facebook update also promoted the same exclusive overlay from Apple & Eve's Northland's annual "Drink to Pink" campaign that the retailer hosted in 2012. (See "A&P Lets …") The brand pledged to donate 25 cents (up to $25,000) to the nonprofit Breast Cancer Research Foundation for every SKU purchased at A&P stores from Oct. 4-31.In stores, meanwhile, Energizer Holdings and GHP Group supplied shippers touting the manufacturers' respective support of nonprofits Susan G. Komen for the Cure and NBCF. Stores also sold pink National Football League merchandise and generic aprons and dish towels.

A&P Sits Back, Lets Brands Bring the Pink

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