Loyalty Marketing

The Feb. 12 email positioned the duo as a “match made in heaven” and encouraged shoppers to “indulge in this decadent, sweet — and beautiful — pairing.”

As retailer-operated media platforms grow in number and prominence, manufacturers must decide how best to use them — and who should pay the tab.

Ahold Delhaize’s Food Lion tied in to Procter & Gamble’s Jan. 26 brandSaver FSI event with features in its Jan. 29 circular spotlighting MVP digital coupons for Febreze, Pampers and Herbal Essences and Head & Shoulders.