A&P Takes the Typical Road to the Super Bowl

Great Atlantic & Pacific Tea Co. undertook the standard feature-and-display formula to promote relevant products in the lead-up to the National Football League's Super Bowl on Feb. 3.The supermarket operator's various chains kicked off the season during the week of Jan. 13 with circular features plugging "Half time favorites" from Hormel Foods, Dr Pepper Snapple Group, Tyson Foods, Anheuser-Busch InBev and other manufacturers, along with SKUs from private label America's Choice.Themed features continued through the week of Jan. 27, using generic messages such as "Touchdown deals" and "Big game, big party" to spotlight game-day necessities from additional manufacturers including General Mills, Paramount Farms, Heineken USA, Coca-Cola Co. and Boston Beer Co., along with prepared foods from the perimeter department. Meanwhile, Facebook updates paired perimeter fare with PepsiCo's Tostitos and Tyson Foods' flagship brand.Additional features directed consumers to a company-wide "Serve Up Some Fabulous" entertaining guide distributed in stores and on chain websites. As in last year's Super Bowl campaign (see "A&P Presents …" in Related Articles), the season-agnostic food guide showcased party platters and desserts over 12 full-color pages. A Facebook update linked to the digital version.Right before the game, chains staged a company-wide "3 day sale" concluding on Super Bowl Sunday that dangled three 12-packs of Coca-Cola beverages for $9 and SKUs from PepsiCo's Lay's, Doritos, Tostitos and Rold Gold for $1.99. The offer was touted in circular features and Facebook updates.Elsewhere on the digital front, corporate dietitian Jacqueline Gomes presented "Super Snacks for the Big Game" on chain websites, offering snacking tips and recipes using generic ingredients. A Twitter update supported.In stores, A&P relied on national displays from key manufacturers to provide the seasonal atmosphere. (See Related Images at right.) Among the showcased brands were Paramount Farms' Wonderful Pistachios; Mondelez International's Triscuit, Ritz and Wheat Thins; MillerCoors' Coors Light, and SKUs from a trio of official NFL sponsors: PepsiCo's Tostitos and Lay's; A-B's Budweiser, Bud Light and Beck's; and Mars Inc.'s Milky Way, Twix, M&M's and Snickers.

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