Retail PRomo Guide Featuring Seasonal Promotion Data and Detailed Promotional Calendars For Top Retailers
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p2pi.org
Retail Promo
Guide
Featuring Seasonal Promotion Data and Detailed
Promotional Calendars For Top Retailers
Sponsored by:
THE RIIGHT INTELLIGENCE
Intelligently managing every aspect of the merchandising supply chain.
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800.232.0473 | www.menashapackaging.com
n Healthy Living: Multi-channel “Get Back on Track” spotlights food, fitness and OTC brands for n Super Bowl: Long-running “Game Time” campaign concludes a merchandising program
Jan New Year’s weight-loss and smoking-cessation resolutions; includes custom packaging and that launches each August. The finale includes custom P-O-P materials (mostly in grocery
displays from partnering vendors. departments), “Bright Ideas” sampling events and activity on walmart.com; official NFL
sponsor PepsiCo is a standout partner.
n Cold & Flu n Tax Season: Third-party tax preparation kiosks in stores, n Valentine’s Day: Fueled n Race Time: Timed to NASCAR’s season opener and
merchandising for related software and a communication by a seasonal sign package starring official racing sponsors, the season-long program
FEb push to spend refund checks at the chain. spotlighting gifts and other benefits from a formal partnership inked in 2011. Executed
relevant products. nationally online, with merchandising levels tailored to
regional NASCAR interest.
n March Madness: “Game Time” returns for feature, display and n Easter/Spring: An extensive merchandising effort showcases confectionery and other basket-fillers, including many exclusive
mar online activity typically revolving around official NCAA sponsors. SKUs; recently incorporated a spring-cleaning focus via custom displays.
n Allergy: Relevant products n Easter/Spring n Fighting Hunger Together: Cause campaign unites a growing n Lawn & Garden: In-store signs, Smart Network spots and
APR with no unifying sign list of major food manufacturers for events, media advertising, features showcase lawn care products.
package. and custom displays and packaging.
n Mother’s Day: Feature and sign activity with a heavy focus on n Saluting Heroes Together: Introduced in 2013, the n Steak-Over: Parking-lot product sampling boasting
jewelry and other giftables. cause campaign benefitting military families marshals a growing list of vendor partners (led by Clorox Co.’s
may
manufacturers for custom displays and packaging, as well as Kingsford) is supported by an overarching marketing
events. campaign and customized displays.
n Father’s Day: A sign package that puts the spotlight on giftables. n Summer: “More Summer for Your Money” employs customized displays, Smart Network
jun
spots and circular features throughout the season.
n Summer/4th of July: A second wave of promotion related to grilling needs and seasonal n Back to School: The always massive, multi-channel “More School for Your Money” program
jul merchandise before back-to-school activity takes over the marketing plan. 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.
aug n Back to School
n Cold & Flu: Promotion of in-store flu-shot clinics was supported n Game Time n Holiday: Launch of a seasonal layaway program provides an early kickoff to activity; Mars Inc.
sep
for the first time in 2012 by relevant OTC and cleaning brands. stood out in 2012 with a mobile-based promotion.
n Breast Cancer Awareness: General “pink” marketing is headlined by an exclusive overlay to n Halloween: “More Halloween for Your Money” in-store n Cold & Flu
oct
Procter & Gamble’s “Pantene Beautiful Lengths” program. merchandising program.
n Cold & Flu n Thanksgiving: Black Friday gets its own n Holiday: A huge media and P-O-P program that brings
custom P-O-P plan; Cyber Monday is one of custom displays to stores and extensive content to walmart.
nov
multiple online-only sales events. com; incorporates multiple exclusive SKUs and other
manufacturer-specific activity.
dec
n HolidayJan 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 Retro Cereal: General Mills n Target Racing: Periodic n Lawn & Garden: n March Madness: n Easter: A takeover of the n Spring Cleaning:
supplies exclusive, retro promotions through Merchandising program in Themed CPG promotions seasonal department Household brands
cereal packaging. November activate retailer’s the seasonal department. in-store and online with plenty of exclusive tapped for feature and
mar
NASCAR and IndyCar center on a vendor tie-in product offerings and display activity, often
sponsorships, with support to NCAA basketball feature support. involving exclusive
from multiple vendors. (recently Hershey). promotions.
n Easter n Spring Cleaning n Earth Month: A focus on sustainable products in all
APR departments includes reusable bag giveaways and various
other promotions throughout the month.
n Mother’s Day: A spotlight on gift ideas via seasonal signage and circulars. n Summer: Season-long merchandising program focuses on products storewide; CPG activity
may includes a heavy dose of co-equity FSIs.
n Summer n Father’s Day: A spotlight on gift ideas via circulars and seasonal signage in 2013 introduced
jun
temporary floorstands providing secondary merchandising space.
n Summer n Back to College: A broad “Bullseye University” program with a n Back to School: A corresponding program launching a n Bonus Black Friday: An
jul focus on electronics and dorm-room furnishings in 2013 added few weeks later puts a greater emphasis on a bulked-up online-only sale.
a live digital component and pop-up shops on campuses. inventory of apparel, accessories and stationery.
aug n Back to College n Back to School
n Back to College n Back to School n Football: Typical emphasis on TVs and electronics
sep bolstered by a cross-merchandising promotion tying into
the annual August video release of EA Sports’ Madden NFL.
n Halloween: A takeover in n Breast Cancer Awareness: Minimal attention to cause- n Cold & Flu: A push for in-store flu vaccinations is supported n Holiday: The chain’s
the seasonal department benefitting products from a handful of vendors, including with signage and accompanied by endcap merchandising for earliest-ever holiday TV
oct that boasts plenty of another brush set from beauty-product partner Sonia Kashuk. OTC products. spot kicked off marketing
product exclusives. activity mid-month in
2012.
n Thanksgiving: A spotlight on the fresh food available in n Holiday: A steady onslaught of sales events with toys,
“P-Fresh” stores in 2012 capped a fall-themed campaign that electronics and exclusive packaged goods receiving the main
nov launched in September to spotlight apparel and home goods, focus.
including private labels.
dec n Holiday: Target pumped up activity mid-season in 2012 by launching a joint designer collection with Neiman Marcus.Jan n New Year: “Resolution Solutions” uses healthy living content to drive promotions for resolution- n Super Bowl: Unites official NFL partners for “Game Day Favorites” merchandising, exclusive
friendly products and other “good for you” SKUs. coupons and other promotions; PepsiCo typically leads.
n Heart Health: The American Heart Association’s “Heart Health n Valentine’s Day: The effort co-mingles typical gift items with n Black History Month: In 2013, a much more subdued
FEb Month” designation gets the informational and promotional cosmetics and other ancillary categories. program took a health-focused approach.
treatment via “Answers at Walgreens.”
n Easter: Candy and other typical basket-fillers get the n March Madness: A tie-in to official NCAA sponsors like Coca- n Allergy Relief: Another “Answers at Walgreens” initiative
spotlight. Cola and Hershey Co. puts the focus on “Game Day Favorites.” provides information about prevention and treatment
mar
while offering various deals for OTC medication and related
products.
APR n Easter n Allergy Relief
n Allergy Relief n Mother’s Day: Online/ n Women’s Health Month: Multi-channel campaign taps into n Summer: Ongoing series of category- and brand-specific
offline “Celebrate Mom” content assets to promote everything from lip balm to adult promotions, most recently under a “Get More Happy”
may program (quiet in 2013) diapers. theme.
focuses largely on standard
gift ideas.
n Summer n Father’s Day/Graduation: A strong focus on men’s personal-care products as suitable holiday
jun gifts along with more typical giftables positioned as good for the graduates as well.
n Summer n Back to School: Getting an early start, the 2013 effort ran under n Juvenile Diabetes: With support from CPGs, the
jul a “Go Back Happy and Healthy” theme in stores and online. summertime effort is built around a cause program.
n Back to School n Cold & Flu: Walgreens in 2013 abandoned the “Arm Yourself” theme it used for its previous
aug 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 Football: A recent addition, the season-opening promotions spotlight another round of
sep
“Game Day Favorites.”
n Cold & Flu n Breast Cancer Awareness: Support for Susan G. Komen n Halloween: Seasonal aisle stocks general holiday
oct for the Cure is activated through product promotions and merchandise while circulars (and secondary displays) go
bolstered with content. heavy on the candy.
n Cold & Flu n Holiday: Presents beauty n Diabetes Awareness Month: Free in-store glucose testing
and other non-seasonal provides a hook for informational events, sampling and price
nov categories as ideal stocking promotions.
stuffers.
Cold & Flu Holiday
dec
n nn New Year: Combines ExtraBucks rewards on weight-loss, smoking-cessation and other wellness n Super Bowl: Headlined by a purchase incentive incorporating dozens of vendors including
Jan products with lifestyle information; GlaxoSmithKline was a key partner for several years until official NFL sponsors; recently incorporated custom P-O-P materials.
2013.
n American Heart Month: Free screenings in select stores, social media chats, a booklet of health n Valentine’s Day: Basic price promotions on standard gifts and related items.
FEb information and product offers from relevant brands.
n Allergy Relief: “Care & Prepare” campaign in 2013 enlisted n Easter: Presents ExtraBucks deals on confectionery and other n March Madness: Although relatively quiet in 2013, the
key CPGs to provide information and ExtraBucks deals via basket-fillers, which get secondary placement in the seasonal effort typically positions the chain as a destination for party
mar
short-term promotions running through summer. aisle and strong feature support. favorites by uniting official NCAA sponsors for ExtraBucks
offers.
n Easter n Allergy Relief
APR
n Allergy Relief n Mother’s Day: ExtraBucks and other offers on typical gift n Memorial Day/Summer: A loose summer theme provides
may items and holiday needs. the backdrop for seasonal merchandising and ongoing
promotions with specific vendors.
n Father’s Day: Fragrances, grooming products and even some consumer electronics get the n 4th of July/Summer
jun spotlight to position the chain as a destination for convenient and/or last-minute shopping.
n Summer n Back to School: ExtraBucks and BOGO offers on school supplies and personal care products,
jul with the addition of some atypical merchandise like furniture.
n Back to School n Cold & Flu: Presents season-long ExtraBucks offers and other deals on OTC remedies coupled
aug with a strong push for in-store immunizations.
n Back to School n Cold & Flu n Halloween: Basic feature/display support for seasonal
sep merchandise along with ExtraBucks offers on candy and
other treats; the effort particularly promotes Mars Inc.’s
n Cold & Flu n Halloween
oct
n Holiday: “Christmas Destination” focuses on general merchandise (including electronics and other non-endemic categories)
nov bolstered by various purchase incentives on packaged goods.
n Holiday
decn New Year: Free health screenings and informational sessions; a year-round “Rite Aid for Quitting” n Super Bowl: Circulars communicate rewards for Wellness+ cardholders; spotlight extends to
Jan program with GlaxoSmithKline offers help for smoking cessation and relevant deals. atypical merchandise such as televisions.
n 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.
FEb
n Easter: Focus on confectionery and novelties; also pulls in garden gadgets and yard toys as a n March Madness: In 2013, activated Unilever’s official NCAA sponsorship through an account-
mar nod to spring in general; boasted social media support in 2013. specific sweepstakes.
n Easter n Allergy Relief: Various +UP Rewards incentives supported by n Children’s Miracle Network: Kick-off to annual two-month
APR vendors continue into May; Johnson & Johnson plays lead role fundraising effort that in 2013 leveraged the nonprofit’s
through a continuity program supported by custom displays. tie-in to 20th Century Fox’s animated children’s film, Epic.
n Mother’s Day: +UP Rewards for confectionery, gift cards and n Memorial Day/Summer: A spotlight on outdoor cookware, n NASCAR: Leverages official vendor sponsorships for
may other giftables; leveraged P&G’s “Thank You, Mom” theme in lawn furniture and other seasonal products; summer-long account-specific sweepstakes and loyalty-card incentives.
2013. +UP Rewards deals for food and personal care items.
n Nail Extravaganza: Launched in 2012, the effort enlists a n Skin Cancer Foundation: Cause partnership spans content n Father’s Day: n Summer
jun horde of relevant vendors for a contest and category-based and a four-month “Road to Healthy Skin Tour” offering free Perfunctory; greeting
+UP Rewards offers beginning in May. screenings from an expanding roster of vendor partners. and gift cards.
n Skin Cancer Foundation n 4th of July/Summer
jul
n Back to School: Focus in 2013 shifted to a bulked-up inventory of college needs including TVs, n Cold & Flu: Long-term push for in-store immunizations and relevant OTC products gets
aug computer accessories and dorm furnishings; basic school supplies and other packaged goods rolling.
sales are bolstered with +UP Rewards incentives.
n Back to School n Cold & Flu
sep
n Cold & Flu n Halloween: Seasonal spotlight on confectionery, cosmetics n Breast Cancer Awareness: A purchase-driven donation
oct and costumes also loops in relevant home videos. program staged with Revlon Inc. includes a Facebook
contest and brand-specific incentives.
n Holiday: Co-mingles themed content with a spotlight on brands from various seasonal categories.
nov
n Holiday: Fictional family “The Rites” gives a face to digital activity around electronics and other gift ideas.
decn New Year: A health-focused spotlight on nutritious and “good for you” food along with beauty n Super Bowl: A bulk-purchase incentive supported by custom P-O-P materials from
Jan and personal care products. participating CPGs provides a launch pad for heavy promotion of party favorites; has de-
emphasized the “Game Day Greats” theme of previous years.
n Daytona 500: Rallies dozens of manufacturers to help activate Kroger’s proprietary sponsorship n Black History Month: Marketing materials (dedicated website, signage, radio spots) celebrate
through a massive, near-storewide event centered on a bulk-purchase incentive. Participants the richness of African-American history while promotions showcase family dinners.
FEb provide custom packaging as well as displays, with official NASCAR sponsors supplying
additional materials to enhance the in-store experience.
n March Madness: Leverages official NCAA sponsors to lend an n Easter: Incentives for gift cards and prepared foods n Spring Cleaning: Circulars spotlight household essentials.
authentic air to promotions that have included bulk-purchase lead activity, followed by promotion for cookware and
mar
incentives and cause elements. Secondary merchandising confectionery/basket-fillers.
focuses on snacks and beverages.
APR n Earth Day: Recently built around a contest, seasonal activity spotlights relevant private-label and national-brand products.
n Mother’s n Memorial Day: A USO fundraiser enlists key n Bringing Hope to the Table: Annual two-week cause effort n Summer of Beer: Category-specific merchandising
Day suppliers for a two-week campaign in which supporting Feeding America through product purchases from program gains heavy in-store support (and its own website)
may select purchases trigger donations; summer a short list of key vendors launches in late May and runs into while helping drive broader grilling/summer efforts.
promotions begin with circulars emphasizing June.
all barbecue needs.
n Summer of Beer n Dads & Grads: A previous dual campaign split in 2013 into separate efforts, with a “Grad Central” n Daytona 500: A smaller merchandising event midway
jun spotlight on party platters giving way to dad-themed features and display support for gift ideas through NASCAR’s season that spins off a promotion for
in June; third-party gift card purchases were promoted throughout. instant and future savings with bulk purchases.
jul n Summer/4th of July n Summer of Beer
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
aug digital coupons for thousands of items; incentives for third-party gift cards prevalent. themes.
n Back to School n Breast Cancer Awareness: More than 1,600 products n Halloween: Standard merchandising additions of holiday
participate in the annual “Giving Hope a Hand” program by needs and secondary attention to confectionery.
sep
providing pink packaging and custom displays; top CPGs often
add account-specific overlays to their own national efforts.
n Halloween n Breast Cancer Awareness
oct
n Thanksgiving: Promotes prepared meals and platters; launches holiday marketing with an open house event and incentives for
nov third-party gift card purchases.
dec
n Holidayn Return to Routine: CPG participation in distinct promotions for New Year’s resolutions, cleaning, n Super Bowl: Annual “Joy of Football” program made more room for CPG collaboration
Jan back to school and cold & flu will gain a unifying theme in 2014. (alongside the typical private-label spotlight) via signage and circulars plugging cross-
merchandising and bulk-purchase incentives, meal solutions and coupons.
FEb n 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.
n St. Patrick’s Day: Circular and online activity n Spring: Purchase incentives for gift cards n NASCAR: Regional promotions launching n Easter: A generic program (preceded
spotlights relevant products. supported with in-store signs. in 2014 will include activity at racetracks. with a Lent-themed spotlight on seafood)
mar highlighted by a bulk-purchase incentive
promoting meat, gifts, greeting cards,
flowers and confectionery.
n Earth Day: Played out largely via the company’s Just for U n Hunger: A campaign consolidating various hunger-fighting n NASCAR n Easter
APR
digital coupon program. platforms under one umbrella will launch in 2014.
n Cinco de Mayo: Bulk-purchase incentives and n Mother’s Day: P-O-P materials and purchase n Memorial Day/Summer: The long-term n Fresh From Our Farmers: Continuing
meal ideas presented in circulars and online. incentives focus on greeting and gift cards program runs well past 4th of July to throughout the summer, the program
may and the floral department, with activity spotlight a breadth of products with CPG uses signage to amplify local produce.
extending to some packaged foods. support; most recently sported a “Summer
of Savings” theme.
n Summer n Dads & Grads: Incentives for gift cards get most of the attention, n National Dairy Month: A tie-in to NFRA’s annual promotion encompasses an array of
jun although the Father’s Day side recently extended to private-label partnering brands and an extensive sign package.
Rancher’s Reserve meat.
jul n Summer/4th of July: The holiday typically triggers a big bulk-purchase and Gas Rewards incentives.
n Summer n Back to School: Renamed “Your School Gets 10% Back” program dominates seasonal marketing, with participating CPGs providing custom
aug displays; college-themed activity spotlights household products, recently under a “Savings 101” theme.
n Back to School n Football/Tailgating: A major platform boasting in-store and stadium n Labor Day: A bulk-purchase incentive as summer merchandising concludes.
sep
activation will launch in 2014, pairing Safeway and CPG sponsorships.
n Cold & Flu: Grocery discounts with pharmacy immunizations n Breast Cancer Awareness: “Together for a Cure” aligns n Halloween: Circulars place a spotlight on frozen and
throughout winter; reduced signage will dovetail with an numerous manufacturers for a company-wide fundraiser/ packaged food, confectionery and beverages.
oct
increased focus on pre-shop activation. purchase incentive backed by an extensive P-O-P program
and, recently, celebrity endorsements.
n Thanksgiving: Holiday marketing gets rolling with bulk- n Holiday: The incentives and bakery focus continue
nov purchase incentives and a spotlighting on the bakery throughout the season. A holiday entertaining platform will
department, with CPG support. launch in 2014.
dec
n Holidayn 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
Jan kicked in at the end of the month in 2013, while New Year’s activity diverged and took a health focus.
n Valentine’s Day: Perfunctory spotlight on confectionery with n Black History Month: Annually distributes “Profiles n American Heart Month: Circular features and website activity
FEb incentives for gift and greeting card purchases. in Excellence” booklets celebrating African-American promote low-sodium SKUs and provide information about
achievements, but runs few corresponding promotions. hypertension under the ongoing “Healthy Ideas” platform.
n Easter: Showcases fresh and packaged meal solutions, n Frozen Food Month: Multiple bulk-purchase incentives are n March Madness: Bulk-buy deals on snacks and beverages
basket-fillers and other products in straight sales or standard typically backed by manufacturer- or brand-specific offers. in 2013 benefitted from the official NCAA sponsorships of
mar
promotions; Passover also gets feature and display support. Coca-Cola, Hershey Co. and Mondelez International. The
program included custom P-O-P materials.
APR n 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 Triple Winner n Mother’s Day: Spotlight on seasonal items; n Memorial Day/Summer: Seasonal activity begins with a n National Pet Month: Incentives for Purina
leveraged P&G’s “Thank You, Mom” platform focus on “Tastes of Summer” from center store and perimeter pet SKUs bolstered by content from the
may in 2013. departments that continues throughout the season; in 2013, brand.
included a “Grilling Guide” presenting related content.
n Triple Winner n Father’s Day: Purchase incentives on gift and n Summer: More “Tastes of Summer” and “Cookout Classics” n National Dairy Month: Department-wide
greeting cards, with some circular features involving the perimeter and center store, with some and vendor-specific bulk offers delivering
jun
suggesting perimeter-department meal manufacturer-specific promotions sprinkled in. discounts on future receipts, supported by
options. Gas Rewards incentives.
n Triple Winner n Summer/4th of July: Though relatively quiet in 2013, periodic programs also include activation of official sponsorships with
jul
Major League Baseball’s New York Yankees and Boston Red Sox.
n 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;
aug focus instead placed on perimeter offerings.
n Back to School: Heavy marketing support for “A+ School Rewards,” which lets loyalty n Football: Promotions themed for tailgating/TV viewing needs get a boost through
sep cardholders earn money for designated schools based on purchases throughout the school year. sponsorships of the National Football League’s Ravens, Giants and Patriots; “Game On”
returns to spotlight perimeter fare and packaged goods.
n Breast Cancer Awareness: A scaled-back program in 2012 involved a shorter promotional n Halloween: Seasonal aisles stock candy pallets and feature activity supports; purchase
oct window and fewer manufacturer tie-ins. incentives on snacks and beverages.
n Thanksgiving/Holiday: Returned to meal solutions in 2012 after emphasizing non-grocery gift items in 2011.
nov
n Holiday: Concurrent Hanukkah effort presents coupons and deals on Kosher products and other relevant items.
decn Super Bowl: A value campaign focuses n New Year: “Big Savings” delivers coupons n Special Olympics: Longstanding n Return to School: School-themed
Jan mainly on prepared foods and perimeter from partner brands. fundraising campaign with P&G. showcase for snacks, breakfast foods and
departments, with an exclusive sweeps from other packaged goods.
PepsiCo.
n Valentine’s Day: Spotlight on greeting cards and confectionery. n Viva Italia: An annual multi-week merchandising program gives heavy circular and display
FEb support to authentic brands and other products used in Italian cooking.
n 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.
mar
n Easter n Earth Month: Promotional activity centered on packaged and n March for Babies: Annual campaign to benefit the March
APR fresh sustainable products typically gets its own circular. of Dimes enlists manufacturers for coupon offers and
donations.
n Cinco de Mayo: In-store sampling events for relevant n Mother’s Day: Standard circular and display support for n Memorial Day/Summer: Loosely themed, often category-
may products. typical holiday buys bolstered by purchase incentives and specific promotions throughout the season, supported by
BOGOs. exclusive programs from manufacturers.
n Summer n Get Healthy, Give Hope: One of a handful of n Father’s Day: Delivers purchase incentives n Storm Basics: An annual program for hurricane-season
retailers who team with nonprofit Produce on perimeter buys. emergency needs (batteries, flashlights) and non-
jun
for Kids to support Children’s Miracle perishables, with ConAgra as key partner for the last several
Network. years.
n Summer n Back to School: Heavy sales activity on supplies and grocery needs (including perimeter fare) gets an early start.
jul
n Summer n Back to School: ConAgra leads college-themed activity with a bulk-purchase n Football/Tailgating: “Ultimate Tailgate Party” aligns with snack and
aug incentive backed by custom displays and a dedicated microsite. beverage brands for sports-themed promotions.
n Football/Tailgating n Rosh Hashanah: Products suitable for Jewish New Year celebrations get circular and display support.
sep
n Breast Cancer Awareness: Circular/display activity typically involves a loose grouping of several n Halloween: The typical focus on general merchandise and candy gets the retailer’s own spin
oct brand-driven promotions presented under a general theme; teamed with General Mills in 2012 toward perimeter food solutions.
for a purchase-triggered donation program.
n Thanksgiving/Holiday: Prepared meals and other perimeter-department offerings get the primary push, with center-store baking
nov needs running a close second. Recently has included strong digital activation.
n Holiday: Hanukkah food items get some play amidst the more standard holiday fare.
decn New Year: Seasonal programs center on an annual “Fresh n Super Bowl: Activity entails an account-specific overlay from n Country Music: Dr Pepper Snapple Group provides an
Jan Start” sweepstakes supported by a handful of oft-changing NFL sponsor PepsiCo supported by features delivering price annual promotion awarding trips to the Academy of
vendors. promotions on food brands. Country Music’s awards show.
n Valentine’s Day: Recipes through the chain’s “Easy Meals” microsite and price promotions on n Black History Month: Themes vary by year; the 2012 and 2013 efforts activated the retailer’s
FEb standard holiday gifts. yearlong “Every Day Heroes” program.
n March Madness: Typically leans on official NCAA sponsors to borrow credibility. 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
mar
summer marketing.
n Picture Perfect Pets: An annual department-specific n Spring Cleaning: A sweepstakes supported by K-C, Clorox Co. n Dollar General Literacy Foundation: Annual spring effort
promotion from Del Monte centers on a photo contest. and Sun Products headlines activity, dubbed “Everyday Clean with General Mills provides donations triggered by in-
APR
Savings” in 2013. store purchases; In 2013, Mars also staged a fundraising
campaign.
n Mother’s Day: In recent years, P&G gained the spotlight; general gift items also highlighted n Memorial Day/Summer: Seasonal merchandise and outdoor cooking needs are spotlighted
in stores and online. in, respectively, “Gear Up for Summer” and “Gather ‘Round the Grill” promotions (the latter
may
with a largely expanded list of participating CPGs).
n Literacy/Country Music: PepsiCo in recent years has provided n Father’s Day: Online and feature spotlight n Summer n Be A Hero: Food drive with General Mills
a sweeps benefitting the Dollar General Literacy Foundation on grilling needs, apparel and other gift staged for the third consecutive year in
jun
while also incorporating a country music element. items. 2013.
n Summer/4th of July n Back to School: Storewide sales under generic themes include deals on lunch needs, dorm-room supplies and most other
jul packaged goods. A promotion recruiting Clorox, K-C and Unilever headlined 2013 activity.
aug n Back to School
sep n Back to School
n Breast Cancer Awareness: The retailer gets brand n Halloween: Standard activity was bolstered in 2012 with n Holiday: An annual toy catalog kicks off seasonal efforts.
support and activates its NASCAR sponsorship in support of seasonal content from Nestlé.
oct
Susan G. Komen for the Cure.
n Thanksgiving/Holiday: Recipes and other content serve as centerpiece for packaged goods marketing; toys were de-emphasized
nov in 2012 but still received P-O-P support.
dec
n Holidayn New Year: An annual push for home furnishings and accessories, largely from private labels, did n Super Bowl: Expanding program uses a generic theme to market snacks and beverages;
Jan not carry the unifying “Home Makeover” theme in 2013. moving away from second-tier to major manufacturers.
n Valentine’s Day: Circular, display and digital activity for typical holiday gifts and other needs. n Black History Month: 2013 activity included sponsorship of a regional scholarship competition.
FEb Also typically includes a themed sweepstakes or contest staged with a single manufacturer.
n Easter: Circulars focus on confectionery and other inexpensive basket-fillers.
mar
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.
APR
n Mother’s Day: Themed activity in 2012 and 2013 driven largely by overlays to P&G’s “Thank You, n Memorial Day/Summer: A road-trip themed sweeps from Quaker State kicked off the
may Mom” marketing platform and related promotions spotlighting typical gifts and private-label seasonal activity. Themed promotions for a wide variety of products continue throughout
apparel. the summer.
n Summer/Grilling n Father’s Day: Men’s personal care products and apparel get the primary focus in circular
jun features and online ads.
n Summer/4th of July n Back to School: A value-focused program that steers clear of college needs by showcasing basic supplies, apparel and some
grocery products. In 2013, activity was headlined by a contest from Coca-Cola’s Sprite leveraging the brand’s marketing deal
jul
with NBA star LeBron James.
n Back to School
aug
n Back to School n Football/Tailgating: Outdoor grilling needs remain the focus under a “Game Time Savings” theme; in 2013 included
sep a sweeps with PepsiCo.
n Halloween: Circular and display activity for standard holiday categories with no strong over- n Holiday: Account-specific promotions provided by several manufacturers led the
oct riding theme. charge in 2012, supported with a bulk-purchase discount on toys.
n Thanksgiving/Holiday: Various themed efforts have included n Veterans Day: Military personnel receive 10% discounts on all
a recipe/coupon booklet from several top manufacturers in transactions through the holiday weekend.
nov 2011 and a “Thanksgiving Day Sale” offering discounts on
seasonal items, appliances and household goods in 2012.
n Holiday: Support for the relaunch of exclusive Kenya dolls bolstered late-season activity in 2012.
decOUR MISSION: right design, right time, right space
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