Meijer Heads Home with Kimberly-Clark

Meijer is leveraging Kimberly-Clark's national sweepstakes to promote its own new soft home brand.Introduced with print ads and an FSI drop on Jan. 13 (see Related Articles), K-C's "Room-A-Day Giveaway" awards $25,000 checks for room makeovers to 16 entrants. The winners are being announced daily on episodes of ABC's The View talk show. Meijer hosts a sweepstakes overlay awarding five grand-prize trips to a taping of The View in New York City. Tying the promotion to its private-label lineup, Meijer rewards 10 first-prize winners with $200 gift cards for Cannon, a proprietary bath and bedding line that debuted in October 2007. Shoppers enter at contest stands in stores through Feb. 6.The chain communicated the sweeps on security pedestal wraps and a feature in Jan. 20 circulars that combined K-C brands and Cannon merchandise. The 500-SKU Cannon line comprises two collections: Cannon Classic is positioned as simple, affordable and "ideal for everyday use," while Cannon Royal Family is promoted as indulgent and "the perfect choice to update your decor." The brand is merchandised on gondolas in the soft home department, where side panels describe the collections. Owned by Iconix Brand Group, Cannon is produced under license by Chinese trading house Li & Fung, which supplies a sister line to Anna's Linens.Elsewhere, Meijer pairs with Spectrum Brands' Rayovac to promote private-label health products. The chain offers a $3 coupon on any store-brand health item -- such as antihistamines, aspirin, vitamins and mouthwash -- with purchase of two Rayovac battery packs. Co-branded power wings communicate the offer.Meijer, Grand Rapids, MI, operates 181 stores in Michigan, Indiana, Illinois, Ohio and Kentucky. Among other account-specific overlays for the "Room-A-Day" campaign:H-E-B hosted a sweeps awarding an exclusive $10,000 grand prize and 20 store gift cards of $500 as secondary prizes. The promotion was featured in the chain's Showtime circular.&nbspRite Aid awarded $10 in "Room Solutions Cash" (i.e. store gift cards) with a $25 purchase of K-C products, featuring the offer in its January Single Check Rebates catalog.&nbspWalgreens ran an offer dangling $45 in coupons from participating K-C products by mail with $25 purchase. Running Jan. 25-Feb. 23, the offer was featured in the chain's February EasySaver rebate catalog.&nbspSafeway offered $5 in savings with purchase of $25 in products. K-C ran a co-equity overlay for the promotion in Feb. 3 co-op FSIs.&nbspShopRite featured the sweepstakes online, providing a link to K-C's web site.

Meijer Heads Home with Kimberly-Clark

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment