P-O-P Spotlight: Back to School 2024

Major packaged food brands tied in to back-to-school season in August with displays using sweepstakes, purchase incentives and cause campaigns to persuade shoppers to add their products to their kids' breakfasts or lunch boxes.BabybelThe Bel Group’s Babybel used an “Embrace the Back to School Season” message on floor clings and violators from ServicePoint’s SmartSource spotlighting limited edition packaging with Pixar characters. A QR code on the cling, which was spotted at Kroger, linked to the entry page for a sweepstakes running June 24 to Sept. 2 that awarded a family trip to Disneyland in Anaheim, California, plus hundreds of runner-up prizes, including Disney gift cards, "Cars" one-piece sleepers and Mickey Mouse light up bubble wands. Probability, Woodstock, New York, administered the sweeps.KellanovaSchool bus-shaped aisle displays spotted at Kroger offered shoppers $5 in “back-to-school bucks” with a $15 purchase or $10 with a $25 purchase of Kellanova brands made from July 21 to Sept. 14. Shoppers who uploaded a copy of their receipt to BacktoSchoolBucks.com received the funds as a Venmo credit or as a digital gift card for Albertsons, Amazon, Kroger, BJ’s, Walmart, Target, Sam’s Club, Publix or Walgreens. The offer was also plugged on packages of Pringles Snack Stacks, Pop-Tarts and Cheez-It stocked on the display.NabiscoMondelez International’s Nabisco placed aisle displays shaped like school buses at retailers including Walmart and Kroger. QR codes linked to NabiscoBacktoClass.com, where consumers can enter a sweepstakes running from July 8 to Oct. 31. The grand prize is a family trip to a continental U.S.-based theme park of the winner’s choice, plus a Nintendo Switch, backpack, journal, lunchbox, tumbler and assorted Nabisco products, with 50 runners-up receiving everything but the trip. An instant-win game awards one winner each day with the school supplies and snacks. Southfield, Michigan-based Merkle administers the promotion.QuakerFloorstands from PepsiCo’s Quaker spotted in the cereal aisle at Kroger used a QR code to link to QuakerBacktoSchool.com, where shoppers could upload an on-pack code from July 1 to Sept. 13 to enter a sweepstakes awarding 7,500 winners with a branded thermos for their lunch box.General MillsGeneral Mills spotlighted its evergreen Box Tops for Education school fundraising program with SmartSource floor clings offering shoppers 50 bonus Box Tops with the purchase of five eligible products at Kroger from July 1 to Aug. 31. Shoppers redeemed the offer by uploading a copy of their receipt through the BTFE app or BTFE.com. Box Tops for Education also plugged the offer with posts on Facebook and Instagram.

P-O-P Spotlight: Back to School 2024

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