Publix Cooks Italian with Progresso

Publix hosted a "Progresso Italian Days" sweepstakes from General Mills awarding $10,000 in store gift cards to four grand-prize winners. Two hundred first-prize winners received $100 cards. Entry ran Feb. 17 to March 17. Circular features directed shoppers to stores for details. Publix ran a similar promotion last year. (See "Publix, Winn-Dixie Both Go Italian" in Related Articles.) Among other promotional activity at the chain: conducted an "At Season's Peak" strawberry recipe contest awarding a grand-prize year's worth of groceries (as 52 store gift cards of $100). Three other winners got $100 cards. Entry was online from Feb. 25 to April 7. Meredith Corp., Des Moines, IA, handles. hosted a "Return to School" sweeps from Kraft awarding four $1,000 store gift cards and 500 $100 cards. Entry was via a Kraft microsite from Jan. 1-31. Circular features supported. used triangular standees (a common tactic), violators and window posters carrying a "Go on a stocking spree" message to promote various Procter & Gamble brands. An accompanying flier carried coupons worth 55 cents to $2, as well as offers for free Pampers wipes, Bounty paper towels and a Tide stain release package with qualifying purchases. used triangular standees to distribute a "Healthy Meals. Healthy Kids" booklet containing $13 in coupons for Kellogg Co.'s Rice Krispies, McCormick & Co. spices, Birds Eye Foods' flagship vegetables, PepsiCo's Gatorade, Smart Balance milk, Unilever's Weight Watchers yogurt and J.M. Smucker Co.'s Smucker's Uncrustables. used shelf tags to highlight "low sodium" products.Seasonal ActivityPublix in January promoted a sweeps from PepsiCo rewarding five grand-prize winners with four tickets to the National Football League's 2010 Super Bowl, which was held in Miami. One thousand other winners received $100 Publix gift cards. Circular features directed shoppers to Pepsi displays for details. Entry ran through Jan. 15 for the grand-prize drawing, and continued through Feb. 7 (the day of the Super Bowl) for the gift cards. (See Image at right.)Stores also set up "event-planning tables," displays from which shoppers could get tips on preparing for Super Bowl parties. Circular features presented a schedule of the events.Elsewhere, Publix marked Valentine's Day by directing consumers who "love your sweetie but hate to shop" to a microsite showcasing gift cards from more than 70 retailers.CircularsA March 10 feature presented coupons for $1 to $6 off the purchase of two specific products and additional savings on the purchase of a third. (See Image at right.) The product groupings were: General Mills cereal with private-label milk (and the CPG's Nature Valley or General Mills granola/cereal bars); various General Mills' Old El Paso SKUs and seasoning mix (with private-label ground chuck); Georgia-Pacific's Dixie plates/bowls and napkins (with the brand's Perfect Touch cups); Campbell Soup Co.'s flagship soup and Publix saltine crackers (with Campbell's Pepperidge Farm Farmhouse bread); ConAgra's Peter Pan peanut butter and Welch Foods' Welch's grape jelly (with Publix white bread); Coca-Cola and Kraft's DiGiorno (with Chiquita Brands' Fresh Express salad); P&G's Tide and Downy (with Tide Stain Release); and SC Johnson's Scrubbing Bubbles and Windex (with Pledge).Among other recent promotions, shoppers were offered: $10 off the combined purchase of a $50 BP gas card and $25 in groceries from March 17-23. (See Image at right.) a free reusable shopping bag with $10 purchase of PepsiCo's Pepsi, Frito-Lay, Gatorade or Stacy's products. $5 off a deli platter with a $10 purchase of Pepsi, Frito-Lay, Gatorade or Stacy's products. a coupon for a free bottle of Clorox Co. bleach with purchase of Sun Products Corp.'s All detergent. a free bag of Margaritaville Foods' Margaritaville tortilla chips with purchase of salsa from the deli. coupons for $3.50 off a package of Nestlé-Purina's Beneful dog food and $2.50 off Purina cat food. The feature directed consumers online for additional coupons. a mail-in rebate form for $10 off flowers or chocolate with purchase of Moet & Chandon Imperial champagne for $39.99.

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