A&P Stages Cause, Community Campaigns

A&P and Pathmark both staged campaigns from Feb. 26 to March 18 donating a portion of sales from select products to the Muscular Dystrophy Association. Participating brands included H.J. Heinz's Ore-Ida, Smart Ones and Heinz, purchase of which triggered five-cent donations. Other unspecified donations were triggered by the purchase of Clorox Co.'s Clorox and Fresh Step, Kimberly-Clark's Huggies and Cottonelle, Bush Brothers & Co.'s Bush's and GlaxoSmithKline's Tums.Elsewhere, Food Emporium stores in Manhattan are selling special-edition reusable shopping bags designed by pop artist Charles Fazzino, with a portion of the $7.99 price benefiting MDA. Fazzino greeted shoppers and autographed bags during June 1-2 events at one store.In conjunction with Earth Day in April, A&P, Pathmark and Food Emporium again sold exclusive reusable bags from the company-affiliated Elizabeth Haub Foundation. (See "Marketing at A&P.") Proceeds from the bags supported the Foundation's environmental preservation efforts. Loyalty cardholders were able to download coupons for a free bag onto their cards online or by text message (via A&P's Zavers-operated services). They also earned a free bag by purchasing two now-compostable packages of Frito-Lay's Sun Chips. (See "FSI Report: Feb. 7, 2010.")In other Earth Day-related activity, Pathmark distributed a $1 coupon for Seventh Generation SKUs in a circular feature spotlighting the manufacturer's eco-friendly products. Both chains also offered a free two-liter "green bottle" of Coca-Cola Co.'s Sprite, Fresca or Seagram's with loyalty-card purchase of four two-liter bottles.In May, the A&P Foundation donated $350,000 to nine local breast cancer organizations. The money was collected through in-store promotions and fundraisers at multiple chains, according to a press release.In store-specific activity, the A&P in Pompton Plains, NJ, took advantage of a flood-caused closing in March to remodel with a more community-oriented atmosphere. Reopened in May, the renovated store now boasts a meeting room for local organizations. It also carries expanded deli, bakery, floral, meat and seafood departments, additional men's specialty and pet products, and aisles dedicated to products for children and healthy foods. Other additions include an eating area with free Wi-Fi, a Van Houtte Cafe coffee bar and two high-definition TVs, according to published reports.During a week-long reopening event, the store (along with the A&P in nearby Wayne) offered a different free product to the first 250 shoppers each day. The giveaways included products from PepsiCo, K-C's Huggies, Chiquita Brands' Fresh Express and America's Choice. Circular features and website promos supported.The store also worked with the Wayne (NJ) Animal Shelter to host a pet adoption event in the store's parking lot on June 5, and made donations to local police and fire departments.EventsPathmark again teamed with a bevy of packaged goods manufacturers to stage its annual "Multicultural Arts Festival" in two cities. (See "Pathmark Caters to Hispanic Heritage.") A Latin-themed event in New York City on June 6 featured ethnic food samples, dancers and music. A June 20 event in Philadelphia will offer the same under a "Black Music Month" theme. Sponsoring manufacturers include General Mills, PepsiCo, Nestlé, Coca-Cola, Dannon Co., ConAgra Foods, Unilever, Kellogg, Kraft Foods, P&G and Colgate-Palmolive. Stanchion signs and circular features support.Food Emporium's New York City stores held "Taste of Italy" events from April 30 to May 7 that spotlighted Italian foods and offered product samples. Featured products included imported pastas, olive oils, cheeses, cured meats and chocolates. Sponsored by the Italian Trade Commission, the events were part of the chain's "Taste of the World" program, which launched in 2008.In related activity, 150 Food Emporium, A&P and Pathmark stores hosted "Build Your Own" antipasto events on March 27-28 that provided samples of Italian meats, cheeses and vegetables. Circular features supported.Elsewhere, Pathmark is sending a dietitian to eight Philadelphia stores between April and November to teach shoppers how to choose heart- and diabetes-friendly foods. The program is promoted online, where consumers can find a list of scheduled stops.

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