General Mills Stands Out at Publix

General Mills used the ReadyPlanSave website it runs for Publix to earn extra attention during the retailer's annual "Viva Italia" campaign.The manufacturer sponsored blog posts that directed shoppers to pallet displays cross-merchandising its Progresso with ConAgra Foods' Hunt's, which are both incorporated along with ConAgra's PAM and Mueller's, Mills' Gold Medal, and Pompeian Inc.'s flagship brand in a "roasted vegetable pasta bake" recipe posted on readyplansave.com. Mills also added other Italian-inspired recipes to the co-branded website during the campaign, which were sourced from ConAgra or Publix's Aprons.Tearpads on the pallet displays dispensed coupons for:$2 off produce or store-brand chicken with the purchase of four eligible Hunt's or Progresso SKUs.$1 off the purchase of five Hunt's tomato SKUs or two Progresso stock SKUs.50 cents off the purchase of six Hunt's tomato sauce or paste SKUs.$1 off the purchase of three SKUs from Mills' Pillsbury of B&G Foods' Green Giant.The coupons were valid from Feb. 17 to March 2, the duration of the Viva Italia sale. Radio spots promoted "buy one, get one free" deals on Mueller's, Progresso, Riviana Foods' Ronzoni and Nestle's Buitoni.Elsewhere in stores, products used for Italian cooking from Hunt's, Mueller's, Kraft Heinz Co.'s Kraft and other brands were grouped together on gondolas. Shelf talkers called out individual brands such as Ronzoni, while stanchion signs plugged specialty meats and cheese from the deli department. Circular features, a home page carousel ad on publix.com and ads in multiple emails rounded out the marketing activity.Publix continued its focus on Italian food the week after the event, using a "Make it Italian!" message on the front page of its March coupon book to deliver coupons for Rosina Food Products' Celentano and ACH Food's Spice Islands while offering deals on brands including Ronzoni, Mizkan America's Ragu, Ferrero's Nutella and Coles Quality Foods' flagship. Meanwhile, the front page of an in-store circular devoted to store brands distributed from March 3-9 offered free garlic bread with purchase of ravioli and pasta sauce.

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