Old El Paso Runs Football-Themed Sweepstakes at Sobeys
What’s new: General Mills’ Old El Paso unofficially tied in to the Super Bowl ahead of the Feb. 9 game with a New Orleans-themed sweepstakes running at Sobeys.
Call to action: A football-themed feature in the retailer’s Jan. 30 circular used a QR code to link to OldElPasoContest.ca, where consumers could enter the sweeps from Jan. 9 to Feb. 19 by uploading a receipt from a 7 Canadian dollar purchase of qualifying brand products. Six winners received CA$5,000 (suggested for a trip to New Orleans), while a daily instant-win game awarded 42 runners-up with a CA$100 prepaid card.
Seasonal displays: In Sobeys stores, PepsiCo’s Crispy Minis activated its Super Bowl sponsorship with a spectacular offering shoppers who buy three bags of rice cakes a fourth free. Another spectacular used a “taste of Super Bowl” message to dangle CA$4 off the purchase of four SKUs from Pepsi, Lay’s, Doritos and Tostitos.
Other circular activity: PepsiCo used the same message in a feature in Sobeys’ Feb. 6 circular offering members of the retailer’s Scene+ loyalty program 200 points (valued at CA$2) with the purchase of two SKUs. Additionally, Haleon’s Advil activated its NFL sponsorship with a feature dangling 600 Scene+ points with the purchase of two SKUs. Sobeys also used a "get ready for game day" theme throughout the circular to spotlight fresh and prepared foods.
- 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.
