Kraft Heinz Promotions Entice Sobeys Shoppers
What’s new: Kraft Heinz Co. has encouraged Sobeys shoppers to stock up with a series of bulk-purchase incentives.
What we saw: A spectacular using a "the unmistakable taste of summer" message carried danglers that offered a store gift card worth 10 Canadian dollars with a CA$20 brand purchase from March 27 to April 30.
Kraft Heinz leveraged a spectacular again later in the season, with headers and danglers plugging a sweepstakes awarding 50 winners 100,000 Scene+ points (valued at CA$1,000). Members of the loyalty program were automatically entered when they spent CA$15 on Kraft Heinz products from May 1 to Aug. 13.
The displays also touted that the brand was "made by Canadians, for Canadians."
Circular activity: The retailer immediately followed the latter promotion with a "Stock Up and Save" deal offering Scene+ members 1,000 points with a CA$25 Kraft Heinz purchase or 2,500 with a CA$40 purchase from Aug. 14 to Sept. 17. A full-page feature in the retailer’s Aug. 14 circular plugged the deal.
What else: Sobeys ran a summer Scene+ sweepstakes to promote the launch of Coca-Cola Co.’s Bodyarmor Zero Sugar. Cardholders who bought two of the brand’s sports drinks from July 10 to Aug. 6 were automatically entered to win one of two CA$10,000 gift cards.
- 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.
