J.M. Smucker Co.’s Millstone joined with Target for a co-equity overlay (in some markets) promoting K-Cup packs for use with Green Mountain Coffee Co.'s Keurig single-cup brewer.The FSI directed consumers to the brand’s main FSI to find a $1.50 coupon also redeemable for Millstone coffee bags.
Dr Pepper Snapple Group’s Mott’s touted the addition of applesauce SKUs to General Mills’ “Box Tops for Education” program in a back-to-school-themed FSI. (See Related Articles.)
Target began tapping into football before the official start of the season by aligning itself with two related video-game launches and marching out exclusive products.
Bed Bath & Beyond placed its back-to-school marketing under a “Campus & Beyond” umbrella for a second year to showcase dorm-room needs from an assortment of brands.
Family Dollar tapped into the start of football season to promote "Game Time Savings" on party SKUs from Coca-Cola Co., Dr Pepper Snapple Group, Frito-Lay, Hershey Co., Kellogg Co., Mars Inc. and Wise Foods.
ShopRite highlighted account-specific promotions from a number of national manufacturers to again drive its back-to-school marketing activity this year.