Meijer Joins General Mills' 'Tailgate Nation'

General Mills is running an exclusive instant-win game at Meijer as an overlay to the manufacturer's national "Tailgate Nation" campaign celebrating football season and its partnership with ESPN College Football.Shoppers can play the Meijer "Tailgate Nation" instant-win game from Aug. 27 through Dec. 6 by visiting promotional site wearetailgatenation.com/meijer and following instructions to scan participating brand logos on General Mills product packages or the "ESPN College Football Tailgate Nation" icon depicted on displays and signs in stores. Instant-win prizes include two coolers, five $75 StubHub gift cards, 30 Meijer gift cards worth $75, $50 or $25, and three portable grills. Consumers can play a similar ShopRite-specific, instant-win game at wearetailgatenation.com/ShopRite or play the national Tailgate Nation game on wearetailgatenation.com. All game participants are automatically entered into a sweepstakes awarding a $10,000 grand prize. Southfield, MI-based HelloWorld administers. At Meijer stores, endcap headers and coolers outfitted with account-specific signage tout the Meijer game and sweeps, encouraging shoppers to visit the store-specific promotional site. On meijer.com, a promotional page spotlights the game and sweeps as well as various recipes that employ SKUs from General Mills brands Old El Paso, Betty Crocker and Pillsbury. A feature within the retailer's Sept. 29 circular also supports. The manufacturer also leveraged its Tailgate Nation partnership with ESPN College Football for an account-specific overlay activating Walmart’s seasonal Game Time platform to dangle $10 off a fanatics.com receipt with one in-store purchase of three eligible Old El Paso, Betty Crocker, Pillsbury, Chex, Gardetto’s or Bugles items from Aug. 31 to Oct. 31. (See Related Updates below.) General Mills' national program additionally includes staging tailgate events at various college campuses throughout football season (see video below), spotlighting various dishes and recipes that call for the manufacturer's SKUs.

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