Quaker Teams with MLS Club for Supermarket Promotions

Chicago — PepsiCo subsidiary The Quaker Oats Co. stayed on its home turf in striking a multiyear partnership with the Chicago Fire, a Major League Soccer club. Included are two summer/fall retail promotions, one specifically targeting loyalty-card users at Jewel-Osco, the suburban Chicago-based Supervalu chain.From mid-June through October (coinciding with the end of the Fire's season), shoppers can purchase three Quaker products at various participating supermarkets and receive a free ticket to one of the Fire's regular-season home matches. Customized shippers with tearpads communicate the sweeps.At Jewel-Osco locations from May 23-June 16, shoppers who purchased any Quaker product with their loyalty card were automatically entered into a sweepstakes awarding a trip to Harrison, N.J., to watch the Fire play the New York Red Bulls on Oct. 6. Additional prizes included tickets to home games, jerseys, T-shirts, scarves and Jewel-Osco gift cards.The Jewel program used the same shipper base but different header cards. It worked alongside case cards, shelf talkers and an ad in the "Jewel Spotlight" circular. Digitally, the partners touted the program on QuakerOats.com and Chicago-Fire.com.The two promotions differed slightly in messaging. The ticket offer at multiple stores centered on the tagline "Fuel Your Family and Fuel Your Fire." Shelley Pisarra, senior director, shopper insights and marketing, Quaker foods and snacks, says she wanted consumers, especially mothers with kids in the household, to be aware that Quaker has healthy products to start the day. "Additionally, we want to reach both current soccer fans and engage new fans who may never have attended a game."With the Jewel offer, the onus was on the giveaway. "We wanted shoppers and Fire fans to know this was a one-of-a-kind prize that only Quaker could provide," she says. Messaging was simple and to the point: "Win The Ultimate Chicago Fire Fan Experience." Additional communication on the shipper directed shoppers to enter by purchasing a product with their Jewel card. "We worked closely with Jewel to secure in-store signage and POS driving to the promotion," Pisarra says. "And using the Jewel-Osco Preferred Customer Card made it simple for us to pull winners from the database."The elements in both initiatives aligned with a consistent look and feel, and the similar themes were carried throughout in-stadium signage, retail, broadcast, public relations and digital, she says.The Marketing Arm, Dallas, created the program and graphics, and Menasha, Neenah, Wis., produced the displays. Young America, Norwood Young America, Minn., handled prize fulfillment.According to Pisarra, "Soccer is one of the fastest growing sports in the country, with 18 million active participants. Partnering with the MLS is a great way to reach families and remind them to eat right while getting active."As part of the partnership, Quaker's logo had been included on the newly redesigned jersey of the Chicago Fire. Also, the team's stadium (Toyota Park in Bridgeview, Ill.) features a "Quaker Corner," a special seating section with Quaker products and prizes. Quaker also sponsors the Chicago Fire Juniors, the organization's youth player development program. It's an official breakfast foods partner of the MLS and will have a presence at the league's all-star game and championship cup.Quaker is also a sponsor of the NFL. "Quaker sees a great value in partnerships with professional sports organizations as part of its mission to create healthy and happy families," Pisarra says.

Quaker Teams with MLS Club for Supermarket Promotions

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