Supervalu Dedicates March to Frozen Food

Supervalu ran several promotions last month to leverage March’s designation as “Frozen Food Month” by the National Frozen & Refrigerated Foods Association.Throughout March, the supermarket operator’s Jewel-Osco, Albertsons and Acme chains dedicated the standard “Frozen” portion of their circulars to NFRA’s annual event, which gains support from numerous manufacturers. During the week of March 11, the chains teamed with Nestlé to offer loyalty cardholders coupons good for $2 off a future receipt with purchase of every two qualifying products (up to $20 in total savings). Participating brands were Lean Cuisine, Nestlé, Haagen-Dazs, Tombstone, Hot Pockets, Stouffer’s and Edy’s. Circular features supported.Jewel-Osco’s March 15 feature also introduced a “Frozen Food Sale” sweepstakes awarding one five-night trip to the Wyndham Resort in Cabo San Lucas, Mexico. The chain’s Preferred cardholders were automatically entered with purchase of two frozen items through March 31. Consumers were directed to stores for details.The Chicago grocer additionally partnered with the Midwest Frozen & Refrigerated Food Association to reprise a local event during which Naperville, IL, Mayor A. George Pradel undertook a two-and-a-half-minute shopping spree, with the contents of his cart (375 pounds of frozen product worth $774.31) being donated to the local Loaves & Fishes Community Pantry. The retailer has staged similar shopping sprees with Pradel for four years. (See video below.)Jewel-Osco actually began its yearly activity one month earlier with the Feb. 5 launch of its annual freezer promotion (see Related Articles), which continued until participating stores sold out of their 50-freezer inventories. The chain this year offered mini-freezers filled with $159 in coupons for brands from such manufacturers as Nestlé, Kraft Foods, Energizer Holdings, Reckitt Benckiser, Mars Inc., ConAgra Foods, SC Johnson, Dr Pepper Snapple Group, Kellogg Co. and L’Oreal.Among other chain-specific activity, Albertsons staged a “Frozen Food Bag Event” on March 6 that promised 10% off all the frozen SKUs that Preferred cardholders could fit into a large paper bag. Barcodes on take-ones distributed in stores and attached to the bags were used to redeem the offer. Frozen aisles were decked out in blue and white balloons, with signage carrying the take-ones. Stanchion signs supported.

Supervalu Dedicates March to Frozen Food

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