Jewel-Osco Throws Its Mascot a Birthday Party
What’s new: Albertsons Cos.’ Jewel-Osco worked to build goodwill with local shoppers by partnering with more than a dozen CPGs to host multiple parties in Chicago to celebrate the eighth birthday of the banner’s cyclops mascot JoJo.
Building loyalty: The celebration kicked off at Maggie Daley Park on Aug. 30 with a bash featuring a parade with JoJo and mascots for the Chicago Bears, Sargento and Mondelez International’s Oreo, plus a bounce house, laser tag, arcade games and music. The festivities continued at North Avenue Beach on Sept. 4 with Jewel-Osco’s second annual volleyball tournament to raise money for local charities. The event also included DJs, games and samples from brands including Wells Enterprises’ Halo and Diageo’s Casamigos.
What we saw: In stores, standees touted deals from brands including Mondelez International’s Nabisco, Danone’s Danimals and Coca-Cola Co.’s Bodyarmor as part of the Electric Anniversary celebration.
Additional support: Jewel-Osco plugged the events across Facebook and Instagram with both organic posts and paid partnerships with Chicago-based influencers, including Holly Rust and Julia Randall.
Why it matters: JoJo regularly appears at stores and off-site events Jewel-Osco hosts to build brand awareness and loyalty with Chicago shoppers. Jewel-Osco partnered with McCormick & Co. and Home Run Inn for a "Day of Play" at Navy Pier on May 24 featuring giveaways, music and games. A 1950s-themed party for families held May 4 at the Chicago Athletic Association Hotel was sponsored by PepsiCo’s Frito-Lay and Mondelez International’s Tate’s Bake Shop.
- 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.
