Retail PRomo Guide

p2pi.org
Retail Promo
Guide
Featuring Seasonal Promotion Data and Detailed
Promotional Calendars For Top Retailers
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THE RIIGHT INTELLIGENCE
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n
Healthy Living: Multi-channel “Get Back on Track” spotlights food, fitness and OTC brands for
n
Cold & Flu
n
New Year’s weight-loss and smoking-cessation resolutions; includes custom packaging and
displays from partnering vendors.
Jan
n
n
n
APR
Allergy: Relevant products
n
Easter/Spring
n
Mother’s Day: Feature and sign activity with a heavy focus on
Fighting Hunger Together: Cause campaign unites a growing
n
n
Saluting Heroes Together: Introduced in 2013, the
n
cause campaign benefitting military families marshals
manufacturers for custom displays and packaging, as well as
events.
Father’s Day: A sign package that puts the spotlight on giftables.
n
n
Summer/4th of July: A second wave of promotion related to grilling needs and seasonal
n
merchandise before back-to-school activity takes over the marketing plan.
n
Back to School
sep
n
Cold & Flu: Promotion of in-store flu-shot clinics was supported
oct
n
n
Game Time
n
for the first time in 2012 by relevant OTC and cleaning brands.
Breast Cancer Awareness: General “pink” marketing is headlined by an exclusive overlay to
Procter & Gamble’s “Pantene Beautiful Lengths” program.
n
Cold & Flu
n
Thanksgiving: Black Friday gets its own
custom P-O-P plan; Cyber Monday is one of
multiple online-only sales events.
nov
n
Holiday
n
n
Race Time: Timed to NASCAR’s season opener and
starring official racing sponsors, the season-long program
benefits from a formal partnership inked in 2011. Executed
nationally online, with merchandising levels tailored to
regional NASCAR interest.
Easter/Spring: An extensive merchandising effort showcases confectionery and other basket-fillers, including many exclusive
SKUs; recently incorporated a spring-cleaning focus via custom displays.
n
jul
Valentine’s Day: Fueled
by a seasonal sign package
spotlighting gifts and other
relevant products.
list of major food manufacturers for events, media advertising,
and custom displays and packaging.
jewelry and other giftables.
may
dec
n
with no unifying sign
package.
n
aug
March Madness: “Game Time” returns for feature, display and
online activity typically revolving around official NCAA sponsors.
n
jun
that launches each August. The finale includes custom P-O-P materials (mostly in grocery
departments), “Bright Ideas” sampling events and activity on walmart.com; official NFL
sponsor PepsiCo is a standout partner.
merchandising for related software and a communication
push to spend refund checks at the chain.
FEb
mar
Tax Season: Third-party tax preparation kiosks in stores,
Super Bowl: Long-running “Game Time” campaign concludes a merchandising program
n
Lawn & Garden: In-store signs, Smart Network spots and
features showcase lawn care products.
Steak-Over: Parking-lot product sampling boasting
a growing list of vendor partners (led by Clorox Co.’s
Kingsford) is supported by an overarching marketing
campaign and customized displays.
Summer: “More Summer for Your Money” employs customized displays, Smart Network
spots and circular features throughout the season.
Back to School: The always massive, multi-channel “More School for Your Money” program
got even more extensive in 2013 through expansion of exclusive overlays from Kellogg Co.
and General Mills; also targets older students with a “More College for Your Money” variation.
Holiday: Launch of a seasonal layaway program provides an early kickoff to activity; Mars Inc.
stood out in 2012 with a mobile-based promotion.
Halloween: “More Halloween for Your Money” in-store
merchandising program.
Holiday: A huge media and P-O-P program that brings
custom displays to stores and extensive content to walmart.
com; incorporates multiple exclusive SKUs and other
manufacturer-specific activity.
n
Cold & Flu
Jan
n
New Year/Super Bowl: A wide-ranging “Get Your Year in Gear” effort in 2013 merged the Super Bowl, New Year’s resolutions, household organization plans and bulk-purchase trips.
FEb
n
Valentine’s Day: A “Valentopia” takeover of the seasonal department boasts product exclusives.
n
mar
Retro Cereal: General Mills
supplies exclusive, retro
cereal packaging.
n
Target Racing: Periodic
n
promotions through
November activate retailer’s
NASCAR and IndyCar
sponsorships, with support
from multiple vendors.
Lawn & Garden:
n
Merchandising program in
the seasonal department.
Easter
may
n
Mother’s Day: A spotlight on gift ideas via seasonal signage and circulars.
n
jun
n
Summer
n
n
Summer
jul
aug
n
Spring Cleaning
Back to College: A broad “Bullseye University” program with a
n
n
focus on electronics and dorm-room furnishings in 2013 added
a live digital component and pop-up shops on campuses.
n
Back to College
n
Back to College
sep
n
oct
n
Halloween: A takeover in
the seasonal department
that boasts plenty of
product exclusives.
n
n
n
Thanksgiving: A spotlight on the fresh food available in
n
n
n
Spring Cleaning:
Household brands
tapped for feature and
display activity, often
involving exclusive
promotions.
Earth Month: A focus on sustainable products in all
departments includes reusable bag giveaways and various
other promotions throughout the month.
Father’s Day: A spotlight on gift ideas via circulars and seasonal signage in 2013 introduced
temporary floorstands providing secondary merchandising space.
Back to School: A corresponding program launching a
few weeks later puts a greater emphasis on a bulked-up
inventory of apparel, accessories and stationery.
n
Bonus Black Friday: An
online-only sale.
Back to School
n
n
Easter: A takeover of the
seasonal department
with plenty of exclusive
product offerings and
feature support.
Summer: Season-long merchandising program focuses on products storewide; CPG activity
includes a heavy dose of co-equity FSIs.
Back to School
Breast Cancer Awareness: Minimal attention to causebenefitting products from a handful of vendors, including
another brush set from beauty-product partner Sonia Kashuk.
“P-Fresh” stores in 2012 capped a fall-themed campaign that
launched in September to spotlight apparel and home goods,
including private labels.
nov
dec
n
n
Themed CPG promotions
in-store and online
center on a vendor tie-in
to NCAA basketball
(recently Hershey).
n
APR
March Madness:
Football: Typical emphasis on TVs and electronics
bolstered by a cross-merchandising promotion tying into
the annual August video release of EA Sports’ Madden NFL.
Cold & Flu: A push for in-store flu vaccinations is supported
with signage and accompanied by endcap merchandising for
OTC products.
Holiday: A steady onslaught of sales events with toys,
electronics and exclusive packaged goods receiving the main
focus.
Holiday: Target pumped up activity mid-season in 2012 by launching a joint designer collection with Neiman Marcus.
n
Holiday: The chain’s
earliest-ever holiday TV
spot kicked off marketing
activity mid-month in
2012.
Jan
n
FEb
n
mar
Heart Health: The American Heart Association’s “Heart Health
Month” designation gets the informational and promotional
treatment via “Answers at Walgreens.”
Easter: Candy and other typical basket-fillers get the
spotlight.
n
Easter
n
Allergy Relief
jul
n
n
Mother’s Day: Online/
Summer
n
Summer
Valentine’s Day: The effort co-mingles typical gift items with
n
March Madness: A tie-in to official NCAA sponsors like CocaCola and Hershey Co. puts the focus on “Game Day Favorites.”
n
n
Back to School
n
Allergy Relief: Another “Answers at Walgreens” initiative
provides information about prevention and treatment
while offering various deals for OTC medication and related
products.
n
Summer: Ongoing series of category- and brand-specific
promotions, most recently under a “Get More Happy”
theme.
Father’s Day/Graduation: A strong focus on men’s personal-care products as suitable holiday
gifts along with more typical giftables positioned as good for the graduates as well.
Back to School: Getting an early start, the 2013 effort ran under
aug
n
Juvenile Diabetes: With support from CPGs, the
summertime effort is built around a cause program.
Cold & Flu: Walgreens in 2013 abandoned the “Arm Yourself” theme it used for its previous
four fall flu shot campaigns, instead employing a more direct “Get a Shot, Give a Shot” tagline
that emphasizes a cause element.
n
Cold & Flu
n
Cold & Flu
n
Cold & Flu
n
Cold & Flu
oct
nov
dec
n
Allergy Relief
Women’s Health Month: Multi-channel campaign taps into
content assets to promote everything from lip balm to adult
diapers.
n
Black History Month: In 2013, a much more subdued
program took a health-focused approach.
a “Go Back Happy and Healthy” theme in stores and online.
n
sep
n
cosmetics and other ancillary categories.
offline “Celebrate Mom”
program (quiet in 2013)
focuses largely on standard
gift ideas.
n
Super Bowl: Unites official NFL partners for “Game Day Favorites” merchandising, exclusive
coupons and other promotions; PepsiCo typically leads.
n
may
jun
n
friendly products and other “good for you” SKUs.
n
APR
New Year: “Resolution Solutions” uses healthy living content to drive promotions for resolution-
n
n
n
Holiday: Presents beauty
and other non-seasonal
categories as ideal stocking
stuffers.
n
n
Football: A recent addition, the season-opening promotions spotlight another round of
“Game Day Favorites.”
Breast Cancer Awareness: Support for Susan G. Komen
for the Cure is activated through product promotions and
bolstered with content.
Diabetes Awareness Month: Free in-store glucose testing
provides a hook for informational events, sampling and price
promotions.
Holiday
n
Halloween: Seasonal aisle stocks general holiday
merchandise while circulars (and secondary displays) go
heavy on the candy.
Jan
n
n
American Heart Month: Free screenings in select stores, social media chats, a booklet of health
n
products with lifestyle information; GlaxoSmithKline was a key partner for several years until
2013.
n
n
mar
Allergy Relief: “Care & Prepare” campaign in 2013 enlisted
key CPGs to provide information and ExtraBucks deals via
short-term promotions running through summer.
n
Easter
n
Allergy Relief
n
may
n
n
jul
Allergy Relief
Mother’s Day: ExtraBucks and other offers on typical gift
Father’s Day: Fragrances, grooming products and even some consumer electronics get the
spotlight to position the chain as a destination for convenient and/or last-minute shopping.
Summer
March Madness: Although relatively quiet in 2013, the
effort typically positions the chain as a destination for party
favorites by uniting official NCAA sponsors for ExtraBucks
offers.
n
Memorial Day/Summer: A loose summer theme provides
the backdrop for seasonal merchandising and ongoing
promotions with specific vendors.
n
4th of July/Summer
n
Back to School: ExtraBucks and BOGO offers on school supplies and personal care products,
with the addition of some atypical merchandise like furniture.
n
aug
Back to School
n
Cold & Flu: Presents season-long ExtraBucks offers and other deals on OTC remedies coupled
with a strong push for in-store immunizations.
n
Back to School
n
Cold & Flu
n
Holiday: “Christmas Destination” focuses on general merchandise (including electronics and other non-endemic categories)
sep
bolstered by various purchase incentives on packaged goods.
nov
dec
n
items and holiday needs.
jun
oct
Valentine’s Day: Basic price promotions on standard gifts and related items.
Easter: Presents ExtraBucks deals on confectionery and other
basket-fillers, which get secondary placement in the seasonal
aisle and strong feature support.
n
n
Super Bowl: Headlined by a purchase incentive incorporating dozens of vendors including
official NFL sponsors; recently incorporated custom P-O-P materials.
information and product offers from relevant brands.
FEb
APR
New Year: Combines ExtraBucks rewards on weight-loss, smoking-cessation and other wellness
n
Holiday
n
Cold & Flu
n
n
Halloween
Halloween: Basic feature/display support for seasonal
merchandise along with ExtraBucks offers on candy and
other treats; the effort particularly promotes Mars Inc.’s
Jan
FEb
n
n
mar
n
n
Mother’s Day: +UP Rewards for confectionery, gift cards and
n
other giftables; leveraged P&G’s “Thank You, Mom” theme in
2013.
n
jun
n
n
aug
dec
atypical merchandise such as televisions.
Nail Extravaganza: Launched in 2012, the effort enlists a
horde of relevant vendors for a contest and category-based
+UP Rewards offers beginning in May.
n
March Madness: In 2013, activated Unilever’s official NCAA sponsorship through an accountspecific sweepstakes.
Allergy Relief: Various +UP Rewards incentives supported by
vendors continue into May; Johnson & Johnson plays lead role
through a continuity program supported by custom displays.
Memorial Day/Summer: A spotlight on outdoor cookware,
n
n
lawn furniture and other seasonal products; summer-long
+UP Rewards deals for food and personal care items.
n
Skin Cancer Foundation: Cause partnership spans content
and a four-month “Road to Healthy Skin Tour” offering free
screenings from an expanding roster of vendor partners.
Skin Cancer Foundation
Back to School: Focus in 2013 shifted to a bulked-up inventory of college needs including TVs,
computer accessories and dorm furnishings; basic school supplies and other packaged goods
sales are bolstered with +UP Rewards incentives.
NASCAR: Leverages official vendor sponsorships for
account-specific sweepstakes and loyalty-card incentives.
n
Father’s Day:
n
Summer
Perfunctory; greeting
and gift cards.
4th of July/Summer
n
Cold & Flu: Long-term push for in-store immunizations and relevant OTC products gets
rolling.
Back to School
n
Cold & Flu
n
Holiday: Co-mingles themed content with a spotlight on brands from various seasonal categories.
n
Holiday: Fictional family “The Rites” gives a face to digital activity around electronics and other gift ideas.
n
n
Children’s Miracle Network: Kick-off to annual two-month
fundraising effort that in 2013 leveraged the nonprofit’s
tie-in to 20th Century Fox’s animated children’s film, Epic.
n
n
oct
nov
Easter: Focus on confectionery and novelties; also pulls in garden gadgets and yard toys as a
nod to spring in general; boasted social media support in 2013.
Easter
may
Super Bowl: Circulars communicate rewards for Wellness+ cardholders; spotlight extends to
Valentine’s Day: P-O-P materials and circulars spotlight confectionery, greeting cards, other gift items and, in 2013, fresh-cut floral bouquets to position the chain as a convenient holiday destination.
n
APR
sep
n
program with GlaxoSmithKline offers help for smoking cessation and relevant deals.
n
jul
New Year: Free health screenings and informational sessions; a year-round “Rite Aid for Quitting”
Cold & Flu
Halloween: Seasonal spotlight on confectionery, cosmetics
and costumes also loops in relevant home videos.
n
Breast Cancer Awareness: A purchase-driven donation
program staged with Revlon Inc. includes a Facebook
contest and brand-specific incentives.
Jan
n
n
and personal care products.
n
FEb
n
Daytona 500: Rallies dozens of manufacturers to help activate Kroger’s proprietary sponsorship
through a massive, near-storewide event centered on a bulk-purchase incentive. Participants
provide custom packaging as well as displays, with official NASCAR sponsors supplying
additional materials to enhance the in-store experience.
March Madness: Leverages official NCAA sponsors to lend an
n
authentic air to promotions that have included bulk-purchase
incentives and cause elements. Secondary merchandising
focuses on snacks and beverages.
mar
APR
New Year: A health-focused spotlight on nutritious and “good for you” food along with beauty
n
n
Super Bowl: A bulk-purchase incentive supported by custom P-O-P materials from
participating CPGs provides a launch pad for heavy promotion of party favorites; has deemphasized the “Game Day Greats” theme of previous years.
n
Black History Month: Marketing materials (dedicated website, signage, radio spots) celebrate
the richness of African-American history while promotions showcase family dinners.
Easter: Incentives for gift cards and prepared foods
n
Spring Cleaning: Circulars spotlight household essentials.
n
Summer of Beer: Category-specific merchandising
lead activity, followed by promotion for cookware and
confectionery/basket-fillers.
Earth Day: Recently built around a contest, seasonal activity spotlights relevant private-label and national-brand products.
Mother’s
Day
n
may
Memorial Day: A USO fundraiser enlists key
suppliers for a two-week campaign in which
select purchases trigger donations; summer
promotions begin with circulars emphasizing
all barbecue needs.
n
Bringing Hope to the Table: Annual two-week cause effort
supporting Feeding America through product purchases from
a short list of key vendors launches in late May and runs into
June.
program gains heavy in-store support (and its own website)
while helping drive broader grilling/summer efforts.
n
Summer of Beer
jul
n
Summer/4th of July
n
Summer of Beer
aug
n
Back to School: A “Savings 101” program incorporates multiple sales events centered on
n
Football/Tailgating: Relatively standard circular and display activity under tailgating/cookout
jun
n
Dads & Grads: A previous dual campaign split in 2013 into separate efforts, with a “Grad Central”
spotlight on party platters giving way to dad-themed features and display support for gift ideas
in June; third-party gift card purchases were promoted throughout.
digital coupons for thousands of items; incentives for third-party gift cards prevalent.
Back to School
n
oct
n
Halloween
n
nov
n
Thanksgiving: Promotes prepared meals and platters; launches holiday marketing with an open house event and incentives for
dec
n
third-party gift card purchases.
Holiday
Daytona 500: A smaller merchandising event midway
through NASCAR’s season that spins off a promotion for
instant and future savings with bulk purchases.
themes.
n
sep
n
Breast Cancer Awareness: More than 1,600 products
participate in the annual “Giving Hope a Hand” program by
providing pink packaging and custom displays; top CPGs often
add account-specific overlays to their own national efforts.
Breast Cancer Awareness
n
Halloween: Standard merchandising additions of holiday
needs and secondary attention to confectionery.
Jan
FEb
n
n
mar
n
St. Patrick’s Day: Circular and online activity
spotlights relevant products.
n
Spring: Purchase incentives for gift cards
Earth Day: Played out largely via the company’s Just for U
n
Cinco de Mayo: Bulk-purchase incentives and
n
Mother’s Day: P-O-P materials and purchase
jul
n
Summer/4th of July: The holiday typically triggers a big bulk-purchase and Gas Rewards incentives.
aug
n
Summer
n Back to School
n
Football/Tailgating: A major platform boasting in-store and stadium
Cold & Flu: Grocery discounts with pharmacy immunizations
n
Thanksgiving: Holiday marketing gets rolling with bulk-
n
throughout winter; reduced signage will dovetail with an
increased focus on pre-shop activation.
oct
n
nov
purchase incentives and a spotlighting on the bakery
department, with CPG support.
n
Holiday
n
n
n
NASCAR
Memorial Day/Summer: The long-term
program runs well past 4th of July to
spotlight a breadth of products with CPG
support; most recently sported a “Summer
of Savings” theme.
n
Easter: A generic program (preceded
with a Lent-themed spotlight on seafood)
highlighted by a bulk-purchase incentive
promoting meat, gifts, greeting cards,
flowers and confectionery.
n
n
Easter
Fresh From Our Farmers: Continuing
throughout the summer, the program
uses signage to amplify local produce.
National Dairy Month: A tie-in to NFRA’s annual promotion encompasses an array of
partnering brands and an extensive sign package.
Back to School: Renamed “Your School Gets 10% Back” program dominates seasonal marketing, with participating CPGs providing custom
displays; college-themed activity spotlights household products, recently under a “Savings 101” theme.
activation will launch in 2014, pairing Safeway and CPG sponsorships.
n
dec
Dads & Grads: Incentives for gift cards get most of the attention,
although the Father’s Day side recently extended to private-label
Rancher’s Reserve meat.
n
NASCAR: Regional promotions launching
in 2014 will include activity at racetracks.
incentives focus on greeting and gift cards
and the floral department, with activity
extending to some packaged foods.
Summer
n
n
Hunger: A campaign consolidating various hunger-fighting
platforms under one umbrella will launch in 2014.
n
jun
(alongside the typical private-label spotlight) via signage and circulars plugging crossmerchandising and bulk-purchase incentives, meal solutions and coupons.
supported with in-store signs.
meal ideas presented in circulars and online.
may
Super Bowl: Annual “Joy of Football” program made more room for CPG collaboration
Valentine’s Day: Activity includes a strong P-O-P component typically spotlighting the floral department along with gifts and greeting cards while looping in national brands.
digital coupon program.
n
sep
n
back to school and cold & flu will gain a unifying theme in 2014.
n
APR
Return to Routine: CPG participation in distinct promotions for New Year’s resolutions, cleaning,
n
Labor Day: A bulk-purchase incentive as summer merchandising concludes.
Breast Cancer Awareness: “Together for a Cure” aligns
numerous manufacturers for a company-wide fundraiser/
purchase incentive backed by an extensive P-O-P program
and, recently, celebrity endorsements.
Holiday: The incentives and bakery focus continue
throughout the season. A holiday entertaining platform will
launch in 2014.
n
Halloween: Circulars place a spotlight on frozen and
packaged food, confectionery and beverages.
Jan
n
n
FEb
Valentine’s Day: Perfunctory spotlight on confectionery with
n
Easter: Showcases fresh and packaged meal solutions,
n
incentives for gift and greeting card purchases.
n
n
typically backed by manufacturer- or brand-specific offers.
promote low-sodium SKUs and provide information about
hypertension under the ongoing “Healthy Ideas” platform.
March Madness: Bulk-buy deals on snacks and beverages
in 2013 benefitted from the official NCAA sponsorships of
Coca-Cola, Hershey Co. and Mondelez International. The
program included custom P-O-P materials.
n
Triple Winner
n
Mother’s Day: Spotlight on seasonal items;
n
Father’s Day: Purchase incentives on gift and
n
leveraged P&G’s “Thank You, Mom” platform
in 2013.
Triple Winner
n
greeting cards, with some circular features
suggesting perimeter-department meal
options.
jun
n
n
n
sep
oct
Frozen Food Month: Multiple bulk-purchase incentives are
American Heart Month: Circular features and website activity
Triple Winner: Long-running (1991) fundraiser for pediatric cancer causes centers on a storewide instant-win game awarding thousands of free products from hundreds of participating brands.
n
aug
n
n
may
jul
Black History Month: Annually distributes “Profiles
in Excellence” booklets celebrating African-American
achievements, but runs few corresponding promotions.
basket-fillers and other products in straight sales or standard
promotions; Passover also gets feature and display support.
mar
APR
Super Bowl/New Year: Spotlight on party supplies encompasses post-New Year bulk purchases, recently under the retailer’s periodic “Gigantic Stock-Up Sale.” A revived “Game On” theme
kicked in at the end of the month in 2013, while New Year’s activity diverged and took a health focus.
Triple Winner
n
Memorial Day/Summer: Seasonal activity begins with a
focus on “Tastes of Summer” from center store and perimeter
departments that continues throughout the season; in 2013,
included a “Grilling Guide” presenting related content.
Summer: More “Tastes of Summer” and “Cookout Classics”
involving the perimeter and center store, with some
manufacturer-specific promotions sprinkled in.
National Pet Month: Incentives for Purina
pet SKUs bolstered by content from the
brand.
n
National Dairy Month: Department-wide
and vendor-specific bulk offers delivering
discounts on future receipts, supported by
Gas Rewards incentives.
Summer/4th of July: Though relatively quiet in 2013, periodic programs also include activation of official sponsorships with
Major League Baseball’s New York Yankees and Boston Red Sox.
Back to School: A formerly extensive seasonal program with heavy vendor support gave way to token circular and display activity in 2012 and manufacturer-specific bulk discounts in 2013;
focus instead placed on perimeter offerings.
Back to School: Heavy marketing support for “A+ School Rewards,” which lets loyalty
n
Breast Cancer Awareness: A scaled-back program in 2012 involved a shorter promotional
n
cardholders earn money for designated schools based on purchases throughout the school year.
n
n
window and fewer manufacturer tie-ins.
Football: Promotions themed for tailgating/TV viewing needs get a boost through
sponsorships of the National Football League’s Ravens, Giants and Patriots; “Game On”
returns to spotlight perimeter fare and packaged goods.
Halloween: Seasonal aisles stock candy pallets and feature activity supports; purchase
incentives on snacks and beverages.
nov
n
Thanksgiving/Holiday: Returned to meal solutions in 2012 after emphasizing non-grocery gift items in 2011.
dec
n
Holiday: Concurrent Hanukkah effort presents coupons and deals on Kosher products and other relevant items.
n
mainly on prepared foods and perimeter
departments, with an exclusive sweeps from
PepsiCo.
Jan
FEb
mar
Super Bowl: A value campaign focuses
n
New Year: “Big Savings” delivers coupons
Easter/Passover: Circular and display activity for meal needs and basket-fillers from the perimeter and center store; Kosher favorites for the Jewish holiday also get plenty of attention.
n
Easter
n
Cinco de Mayo: In-store sampling events for relevant
n
n
products.
n
Summer
n
Summer
n
Summer
n
jun
aug
n
n
oct
dec
Return to School: School-themed
showcase for snacks, breakfast foods and
other packaged goods.
n
may
nov
n
Valentine’s Day: Spotlight on greeting cards and confectionery.
n
sep
Special Olympics: Longstanding
fundraising campaign with P&G.
n
APR
jul
n
from partner brands.
n
Football/Tailgating
Earth Month: Promotional activity centered on packaged and
fresh sustainable products typically gets its own circular.
Mother’s Day: Standard circular and display support for
Get Healthy, Give Hope: One of a handful of
retailers who team with nonprofit Produce
for Kids to support Children’s Miracle
Network.
n
n
Father’s Day: Delivers purchase incentives
on perimeter buys.
Back to School: ConAgra leads college-themed activity with a bulk-purchase
incentive backed by custom displays and a dedicated microsite.
n
March for Babies: Annual campaign to benefit the March
of Dimes enlists manufacturers for coupon offers and
donations.
Memorial Day/Summer: Loosely themed, often category-
specific promotions throughout the season, supported by
exclusive programs from manufacturers.
n
Storm Basics: An annual program for hurricane-season
emergency needs (batteries, flashlights) and nonperishables, with ConAgra as key partner for the last several
years.
Back to School: Heavy sales activity on supplies and grocery needs (including perimeter fare) gets an early start.
n
Football/Tailgating: “Ultimate Tailgate Party” aligns with snack and
beverage brands for sports-themed promotions.
Rosh Hashanah: Products suitable for Jewish New Year celebrations get circular and display support.
Breast Cancer Awareness: Circular/display activity typically involves a loose grouping of several
brand-driven promotions presented under a general theme; teamed with General Mills in 2012
for a purchase-triggered donation program.
n
Halloween: The typical focus on general merchandise and candy gets the retailer’s own spin
toward perimeter food solutions.
Thanksgiving/Holiday: Prepared meals and other perimeter-department offerings get the primary push, with center-store baking
needs running a close second. Recently has included strong digital activation.
n
n
typical holiday buys bolstered by purchase incentives and
BOGOs.
n
n
Viva Italia: An annual multi-week merchandising program gives heavy circular and display
support to authentic brands and other products used in Italian cooking.
Holiday: Hanukkah food items get some play amidst the more standard holiday fare.
Jan
FEb
n
New Year: Seasonal programs center on an annual “Fresh
n
Start” sweepstakes supported by a handful of oft-changing
vendors.
n
Super Bowl: Activity entails an account-specific overlay from
Valentine’s Day: Recipes through the chain’s “Easy Meals” microsite and price promotions on
n
March Madness: Typically leans on official NCAA sponsors to borrow credibility.
n
standard holiday gifts.
n
mar
n
APR
n
may
Picture Perfect Pets: An annual department-specific
promotion from Del Monte centers on a photo contest.
n
n
n
Summer/4th of July
n
aug
n
Back to School
sep
n
Back to School
n
Breast Cancer Awareness: The retailer gets brand
a sweeps benefitting the Dollar General Literacy Foundation
while also incorporating a country music element.
jun
jul
support and activates its NASCAR sponsorship in support of
Susan G. Komen for the Cure.
oct
nov
dec
n
Dew General Store: What started as a short-term rewards program with PepsiCo’s Mountain
Dew in March 2011 steadily grew into a 10-month execution in 2013; incorporates NASCAR
summer marketing.
n
Holiday
n
with General Mills provides donations triggered by instore purchases; In 2013, Mars also staged a fundraising
campaign.
in, respectively, “Gear Up for Summer” and “Gather ‘Round the Grill” promotions (the latter
with a largely expanded list of participating CPGs).
Father’s Day: Online and feature spotlight
n
Summer
n
on grilling needs, apparel and other gift
items.
n
Dollar General Literacy Foundation: Annual spring effort
Memorial Day/Summer: Seasonal merchandise and outdoor cooking needs are spotlighted
Be A Hero: Food drive with General Mills
staged for the third consecutive year in
2013.
Back to School: Storewide sales under generic themes include deals on lunch needs, dorm-room supplies and most other
packaged goods. A promotion recruiting Clorox, K-C and Unilever headlined 2013 activity.
Halloween: Standard activity was bolstered in 2012 with
seasonal content from Nestlé.
Thanksgiving/Holiday: Recipes and other content serve as centerpiece for packaged goods marketing; toys were de-emphasized
in 2012 but still received P-O-P support.
n
Black History Month: Themes vary by year; the 2012 and 2013 efforts activated the retailer’s
yearlong “Every Day Heroes” program.
Spring Cleaning: A sweepstakes supported by K-C, Clorox Co.
Mother’s Day: In recent years, P&G gained the spotlight; general gift items also highlighted
in stores and online.
Country Music: Dr Pepper Snapple Group provides an
annual promotion awarding trips to the Academy of
Country Music’s awards show.
and Sun Products headlines activity, dubbed “Everyday Clean
Savings” in 2013.
Literacy/Country Music: PepsiCo in recent years has provided
n
n
NFL sponsor PepsiCo supported by features delivering price
promotions on food brands.
n
Holiday: An annual toy catalog kicks off seasonal efforts.
Jan
FEb
n
New Year: An annual push for home furnishings and accessories, largely from private labels, did
n
Valentine’s Day: Circular, display and digital activity for typical holiday gifts and other needs.
n
not carry the unifying “Home Makeover” theme in 2013.
n
Super Bowl: Expanding program uses a generic theme to market snacks and beverages;
moving away from second-tier to major manufacturers.
Black History Month: 2013 activity included sponsorship of a regional scholarship competition.
Also typically includes a themed sweepstakes or contest staged with a single manufacturer.
mar
n
Easter: Circulars focus on confectionery and other inexpensive basket-fillers.
APR
n
We Love Pets: A partnership with Nestlé-Purina that centered on a sweepstakes in 2011 and 2012 continued with price promotion and product spotlights.
n
Mother’s Day: Themed activity in 2012 and 2013 driven largely by overlays to P&G’s “Thank You,
n
n
Summer/Grilling
n
n
Summer/4th of July
Mom” marketing platform and related promotions spotlighting typical gifts and private-label
apparel.
may
seasonal activity. Themed promotions for a wide variety of products continue throughout
the summer.
jun
n
sep
oct
n
Back to School
n
Back to School
Back to School: A value-focused program that steers clear of college needs by showcasing basic supplies, apparel and some
n
Football/Tailgating: Outdoor grilling needs remain the focus under a “Game Time Savings” theme; in 2013 included
a sweeps with PepsiCo.
n
n
Halloween: Circular and display activity for standard holiday categories with no strong overriding theme.
Thanksgiving/Holiday: Various themed efforts have included
a recipe/coupon booklet from several top manufacturers in
2011 and a “Thanksgiving Day Sale” offering discounts on
seasonal items, appliances and household goods in 2012.
nov
dec
Father’s Day: Men’s personal care products and apparel get the primary focus in circular
features and online ads.
grocery products. In 2013, activity was headlined by a contest from Coca-Cola’s Sprite leveraging the brand’s marketing deal
with NBA star LeBron James.
jul
aug
Memorial Day/Summer: A road-trip themed sweeps from Quaker State kicked off the
n
n
n
Holiday: Account-specific promotions provided by several manufacturers led the
charge in 2012, supported with a bulk-purchase discount on toys.
Veterans Day: Military personnel receive 10% discounts on all
transactions through the holiday weekend.
Holiday: Support for the relaunch of exclusive Kenya dolls bolstered late-season activity in 2012.
OUR MISSION: right design, right time, right space
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