How ShopRite United Big Brands for Back-to-School Deals
What’s new: ShopRite targeted shoppers looking to stock up for the back-to-school season by partnering with several major CPGs for bulk-purchase incentives.
Where shoppers get value: General Mills activated its evergreen Box Tops for Education program by offering 40 Bonus Box Tops to shoppers who bought four eligible SKUs from Aug. 16 to Oct. 31 and uploaded their ShopRite receipt through BTFE.com.
ShopRite also ran an "A+ Rewards" promotion, offering Price Plus loyalty cardholders a $50 store gift card if they spent $150 on products from Bimbo Bakeries, General Mills, Procter & Gamble, and Kraft Heinz from July 27 to Aug. 23.
Supporting activity: ShopRite used email blasts to plug both offers and link to promotional pages within ShopRite.com. Facebook and Instagram updates touted the gift card offer. Circular features plugged the gift card promotion and a nationally available General Mills offer of a rebate on the purchase of a snack SKU from June 3 to Nov. 30.
A "Back-to-School Savings" page within ShopRite.com spotlighted lunch box recipes and ideas for easy breakfasts and weeknight dinners incorporating products from brands, including Barilla's Protein+, Mondelez International's Ritz and private label Bowl & Basket.
What we saw: In stores, SmartSource shelf talkers from Nestle's Pure Life used a "Superpower Up the School Day" message to dangle a $3 rebate on an $8 purchase. Back-to-school-themed SmartSource shelf talkers also plugged Danone's Danimals.
- 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.
