The Holidays Are Everywhere at Meijer
Holiday marketing has taken over almost every category at Meijer as the mass merchant seeks to entice shoppers to take care of all of their needs in one place.
Meijer's fourth annual "Buy a Toy, Share the Joy" campaign enlisted manufacturer support for the first time this year, bolstering the retailer's pledge to donate 3% of the price of every toy purchased from Oct. 29 to Nov. 30 (up to $400,000) to children's gift giving programs. Purchases of select SKUs from Mattel, Hasbro, Funko and Melissa & Doug trigger in-kind donations, with the four manufacturers promising to contribute up to 55,000 toys.
The retailer promoted the program with a Nov. 1 Facebook update and features in its annual "Toy and Gift Book," which dropped on Oct. 29 offering deals valid through Nov. 18 on products from those manufacturers along with numerous others including Microsoft, Lego Group, Hallmark Cards and Spin Master. Floorstands dispense the guides in stores, with stanchion signs supporting. A home page leaderboard ad and a Nov. 4 Twitter update link to the digital version of the book.
SC Johnson's annual "Happy Thanksgathering" program continues to earn major support at Meijer. Shoppers who purchase four Ziploc, Glade, Scrubbing Bubbles, Fantastik, Pledge, Drano, Shout or Windex SKUs from Oct. 1 to Nov. 30 upload their receipt to a manufacturer showcase within meijer.com to receive a $5 prepaid MasterCard. The web page also links to mPerks coupons for those brands, hosts a Thanksgiving trivia game and teases upcoming account-specific promotions including a sweepstakes.
A feature in the digital version of Meijer's Oct. 29/Nov. 2 circular and a home page display ad link to the page. The campaign also receives plenty of attention in stores via floor clings, security wraps and power wings.
The pet department has gotten festive with account-specific pallet displays from Nestle-Purina joined by national holiday-themed displays from Mars Inc. Mars' Temptations also received a feature in the digital version of Meijer's Nov. 5/9 circular linking to a brand page that hosts a TV spot from London-based adam&eveDDB that first ran during the 2016 season. (See below.)
Account-specific pallet displays from Unilever's Axe encourage shoppers to "give the gift of style."
Food and Wine
Cooking needs from brands including Continental Mills' Krusteaz, General Mills' Betty Crocker and Kraft Heinz Co.'s Jell-O are merchandised on gondolas in Action Alley. In the prepared foods department, stanchion signs spotlight turkey and ham dinners and party platters, and suggest wine pairings. A Nov. 10 email blast supported.
In digital activity, a "Baking Up Holiday Tradition" web page within meijer.com hosts recipes incorporating products from brands including private label Gold Medal, Dole Food Co.'s flagship, J.M. Smucker Co.'s Eagle Brand and Lindt & Sprungli's Ghirardelli.
Beyond the Store
In advance of the holidays, Meijer expanded its home delivery partnership with Shipt to include thousands of general merchandise items including toys and holiday decorations. The retailer is promoting the service with outdoor billboard ads, email ads and display ads on meijer.com.