Sunday, June 12, 2011

Ahold USA's Cause Marketing Hits Triple Winner

Ahold Hits Another 'Triple'

By Maggie Shea

Ahold USA's Stop & Shop and Giant-Landover chains kicked off their annual "Triple Winner" cause marketing program in April.
The campaign, which raises funds for pediatric cancer research, enlists the participation of numerous brands and is promoted extensively in stores. (See "Ahold Chains Spring ..." in Related Articles.) The program benefits The Jimmy Fund/Dana-Farber Cancer Institute, Johns Hopkins Sidney Cancer Center, the Children's Cancer Foundation and Memorial Sloan-Kettering Cancer Center.
This year's effort again leverages Stop & Shop's sponsorship of Major League Baseball's Boston Red Sox and Giant's similar pact with the Baltimore Orioles, while adding the New York Yankees to the mix for Stop & Shop's Metro New York stores. From April 15 through July 14, shoppers who donate $1 at checkout receive a scratch-off game ticket awarding instant prizes ranging from $10,000 (to two winners) to $2 (to 12,000); store gift cards in denominations of $20, $10 and $5 (9,125 in total); and free product from more than 200 participating brands.
The participating brands are identified at-shelf with special tags bearing the "Triple Winner" logo. The lengthy lineup includes Procter & Gamble's Olay; Kimberly-Clark's Kotex; Clorox Co.'s Glad; Campbell Soup Co.'s Campbell's; Nestlé's Edy's and Purina; ConAgra Foods' Marie Callender's; Boehringer Ingelheim's Zantac; PepsiCo's Gatorade and Lipton; and Johnson & Johnson's Aveeno.
For at least the sixth straight year, Nestlé's Edy's Grand provided a special overlay to the program. The ice cream brand joined with Stop & Shop in the New York area for a day of in-store product sampling, and also pledged five cents from each sale of three select SKUs from April 15 through June 9 to Memorial Sloan-Kettering.
In addition to ceiling banners, stanchion signs and other P-O-P materials, promotion for the campaign includes circular features and home-page leaderboard ads.
Stop & Shop has been staging the "Triple Winner" program since 1991. (See "Stop & Shop Stages Jimmy Fund Drive.") Giant-Landover adopted it in 1995.

No comments: