Hannaford Makes New Game Day Plays
Ahold Delhaize's Hannaford has ditched the "Game On" message it used for its past two Super Bowl campaigns, this year employing a variety of promotions to capitalize on the occasion without leaning on a unifying theme.
The chain enlisted dozens of brands for a "Quarterback Savings" promotion, offering 25% off (up to $10) the purchase of five eligible SKUs from Dec. 31, 2017, to Feb. 4. Endcaps in stores plug the deal and stock qualifying products from brands including Kraft Heinz Co.'s Capri Sun, Dr Pepper Snapple Group's Schweppes and PepsiCo's Mountain Dew. Display ads on websites such as wikihow.com and marthastewart.com, circular features, a leaderboard ad on hannaford.com, email ads, and Facebook and Twitter updates support.
National Football League sponsor DanoneWave, which helped lead Hannaford's 2017 Super Bowl activity, continued to stand out with a concurrent bulk-purchase incentive offering $5 off the purchase of $15 worth of Oikos, International Delight, Dannon Light & Fit or Dunkin' Donuts products. Circular features, email ads, a home page display ad, and Facebook and Twitter updates support.
The digital activity links to a promotional page within the chain website hosting a "Goal Line Giveaway" sweepstakes running from Jan. 4 to Feb. 4. The sweeps awards nine winners with $200 to $5,000 worth of store gift cards. The web page also hosts coupons for brands qualifying for the bulk-purchase including General Mills' Chex Mix, Mondelez International's Ritz and Procter & Gamble's Charmin.