Hannaford Stars at Delhaize

Delhaize America's Hannaford Supermarkets is celebrating a milestone anniversary this month while two sister chains continue to implement its popular "Guiding Stars" nutrition labeling program. Hannaford celebrates its 125th anniversary by enlisting the support of packaged-good marketers, dangling $5 off a future receipt with purchase of $15 in Unilever brands Skippy, Bertolli and Ragu, and a $10 coupon with purchase of $25 in Procter & Gamble SKUs from Iams, Downy or Dawn. The incentives ran Oct. 19-25. As part of the birthday celebration, the Northeast grocer priced dozens of SKUs at $1.25, including Pepsi-Cola six-packs, Campbell's Chunky soups, Nestle's Hot or Lean Pockets and Kraft block cheeses. Fresh tomatoes, broccoli, ground beef and ribs were priced at $1.25 per pound. Circular features supported. In other activity, Hannaford donated $125,000 last month to food banks in five states, kicking off a larger effort that is expected to top $1 million in donations this winter. Also this month, the chain offered double points for the Upromise college savings program with qualifying purchases. Meanwhile, sister chains Food Lion and Bloom are promoting Delhaize's "Guiding Stars" labeling program with a "3 Star Kitchen Tour" visiting stores in Maryland, North Carolina, South Carolina, Virginia and Washington, DC through November. The tour consists of a tractor-trailer outfitted with educational exhibits and staffed with a registered dietician. Jackson-Dawson Marketing Solutions, Greenville, SC, handles the tour. Launched by Hannaford in 2006 and adopted by Delhaize's Sweetbay chain in 2007 (see "Delhaize Grows from Within" in Related Articles), the Guiding Stars program hit Food Lion and Bloom last summer. The program evaluates 28,000 branded and private-label products in Food Lion (and 30,000 in Bloom) across nearly all food categories. Some are rated with one, two or three stars to identify "good, better, best" choices. Shelf tags communicate the ratings. Circular features, signage, community relations events and media advertising support. Guiding Stars was developed by an independent scientific advisory panel and bases its ratings on labeling standards and nutrient levels set by the Food and Drug Administration, Department of Agriculture and other agencies. After the program had run one year, Hannaford reported that sales of rated packaged foods were 2.5 times greater than those of unstarred items, and that sales of fat-free milk had risen 1% as whole milk sales dropped 4%. In other recent activity at Food Lion, the chain is offering:a gallon of free private-label milk with purchase of six gallons from Aug. 20 to Dec. 9. Shoppers using their MVP loyalty cards receive tickets with each purchase. &nbspa free turkey (in the form of a $20 store coupon) with qualifying purchases from Oct. 1 to Nov. 25. MVP cardholders must spend $45 per trip six times over the eight-week promotional period.&nbspA "Dinner on Us" online sweeps offering five $50 store cards each week from Sept. 3 to Oct. 31. Entrants must be MVP cardholders and subscribe to Shoppers Companion, a new weekly email newsletter that delivers coupons, information about weekly specials and meal ideas incorporating ingredients that are on sale in stores.Elsewhere, Food Lion's Bottom Dollar Food discount chain opened a 20,000-square-foot prototype store in Mooresville, NC, on Oct. 1. This 28th store in the chain "signals a significant redesign of our current locations," said chain vice president Paul LaCroix in a press release. He added that the goal "in this design is simply to right-size the store." The chain's 27 existing stores are converted Food Lion locations.Meanwhile, Delhaize's Sweetbay chain continues its "Make It, Taste It & Share It" recipe contest/sweeps in conjunction with Radio Disney AM 1380. Children submit a recipe, with winners selected at random every other month to win a trip to the station's studio. Launched in February, the promotion ends Dec. 15.Food Lion, Salisbury, NC, operates approximately 1,315 stores under five banners in 11 Southeast and Mid-Atlantic states. Part of the Food Lion operation, Bloom encompasses 61 stores in North and South Carolina, Maryland and Virginia. Hannaford, Scarborough, ME, operates 165 stores in Maine, Massachusetts, New Hampshire, New York and Vermont. Bottom Dollar Food operates 27 stores in Maryland, North Carolina and Virginia. Sweetbay, Tampa, operates 107 stores in Florida.

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