Safeway, Publix Head Back to School

The back-to-school bell rings in the supermarket channel this week with promotional efforts launching at Safeway and Publix. Safeway hosts a company-wide incentive offer giving away $5 collectible gift cards featuring characters from Scholastic Entertainment's Schoolhouse Rock cartoon with the purchase of 10 eligible products. More than 50 brands are participating, including General Mills' Cheerios, Betty Crocker and Pillsbury, Masterfoods' M&M's, Campbell Soup Co.'s Pepperidge Farm, and various Safeway private-label products. The promotion is receiving extensive support, including lobby and endcap displays, shelf signs, in-store radio spots, electronic messages at checkout, and gatefold features in Safeway's weekly circulars. The four-stage offer runs through the end of August, with a different gift card being given away during each two-week stage. Meanwhile, Publix hosts several back-to-school promotions. The first, a sweepstakes from Campbell's and Pepperidge Farm, awards four grand-prize packages of 25,000 bonus Labels for Education points to the school of the winner's choice. Shoppers enter by mailing in five proofs-of-purchase from participating Campbell's or Pepperidge Farm products. The second promotion offers bonus Box Tops for Education points, revealed when consumers remove special peel-off labels on select packages of General Mills' products. Finally, a sweepstakes from Kraft Foods awards 16 grand prizes consisting of a $7,500 deposit into the winner's college-savings plan. Safeway, Pleasanton, CA, operates 1,590 stores in 21 states and the District of Columbia. Publix, Lakeland, FL, operates 804 stores in Florida, Georgia, South Carolina, Alabama and Tennessee. Click here for a gallery of Back-to-School images.

Safeway, Publix Head Back to School

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