IGA Unites CPGs for Annual Summer Grill Giveaway

Violators used a QR code to link to the entry page and touted the sponsors: Coca-Cola Co., Clorox Co., Unilever, Mars Wrigley, Hershey Co. and Potatoes USA.

Samantha Nelson

7/22/2024

The Independent Grocers Alliance united five major CPGs for its annual “Celebrate Summer” sweepstakes.

“The promotion is an opportunity to celebrate the freedom that summer brings and highlight all the best of the season, from juicy steaks and delectable seafood to the freshest local fruits and vegetables,” Michael S. La Kier, IGA USA vice president, brand development, told the Path to Purchase Institute. “The program allows local grocers to highlight the products most relevant to their local communities.”

Shoppers entered from May 29 to June 25 through IGA.com, with three winners receiving $1,000 to spend on a new grill. Violators positioned near grilling supplies and condiments used a QR code to link to the entry page and touted the sweeps’ sponsors: Coca-Cola Co., Clorox Co., Unilever, Mars Wrigley, Hershey Co. and Potatoes USA.

“Most of these companies are part of our IGA Red Oval partnership program, where IGA partners with brands each year to help them best achieve their commercial goals,” La Kier said. “The Coca-Cola Company has been title sponsor of our Celebrate Summer program since the beginning. It’s an opportunity to highlight how great Coca-Cola goes with food, but also Gold Peak and Vitaminwater. And, since it’s summer, Smartwater and Powerade play a key hydration role with consumers, too.”

IGA’s retail media network promoted the program through digital ads, social media posts, digital circulars and programmatic display ads. A June 13 post on IGA’s “Shopper Solutions” blog spotlighted the sweepstakes and shared recipes from Coke, Clorox’s Kingsford and Hidden Valley Ranch, and Potatoes USA. Participants from last year’s program and the IGA’s Family Meals Made Easy Recipe Club email list received targeted messages.

The Celebrate Summer program first launched in 2021 with the goal of driving shoppers to make purchases at the more than 2,000 IGA-affiliated retailers across the U.S.

“Success will be measured by looking at total store sales (digital and in-store), the performance of sponsor brands, and overall shopper engagement,” La Kier said. “It’s a bit too early to tell, but we’ve seen very positive early results for many of the brands involved.”