How General Mills, PepsiCo Bulked Up for the Super Bowl at Meijer
What’s new: Both PepsiCo and General Mills ran bulk purchase incentives at Meijer tied to Super Bowl LIX, which took place Feb. 9.
Where shoppers get value: Shoppers who spent $30 on General Mills products between Dec. 15 and Feb. 28 and then scanned their receipt within the rewards app Fetch received a $5 Meijer gift card in addition to the $10 gift card awarded for the national version of the incentive. PepsiCo offered a "buy two, get one free" deal from Jan. 5-25 and $5 off the purchase of five SKUs from Jan. 26 to Feb. 9.
What we saw: Security wraps promoted the General Mills offer. PepsiCo activated its Super Bowl sponsorship with spectaculars along the perimeter and in the seasonal department. A “Gameday HQ” in-line display in the seasonal department included multiple headers touting PepsiCo’s sponsorship and stocked the company’s snacks and drinks along with themed paper goods and party supplies.
Additional support: PepsiCo’s "buy two, get one free" deal was plugged in a Jan. 19 circular feature. Both of its incentives were promoted with a page within Meijer.com that also hosted recipes incorporating PepsiCo brands including Tostitos, Fritos and Bubly. The General Mills deal was also plugged with a page within Meijer.com.
Other seasonal displays: Elsewhere in stores, Hormel Foods’ Hormel and Planters were merchandised on a pallet display that encouraged shoppers to “stock up on easy wins for the snack fans.” Campbell’s activated its National Football League sponsorship with a violator positioning Campbell’s Chunky as a way to “spice up the Super Bowl.” Diageo also activated its Super Bowl sponsorship with an endcap promoting a sweepstakes awarding a $500 NFLShop.com gift card.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
