Ahold Cooks Up Family Meal Deals
Ahold Delhaize's Hannaford is tying in to the Food Marketing Institute Foundation's designation of September as "National Family Meals Month" with a "Family Meals" sweepstakes.
Consumers enter from Sept. 4-30 on a promotional page within hannaford.com by submitting a picture and a description of what makes a family meal special in their home. Five winners will receive a $100 store gift card and can choose a nonprofit food pantry to receive a $250 card.
A home page display ad, email ads, and Facebook, Twitter and Instagram updates link to the entry page. A Sept. 10 Facebook update included advice from Hannaford's in-house culinary specialist Dorene Mills on gathering the family together and linked to a slow-cooker Creole-style red beans recipe she wrote for the September issue of the chain's Fresh magazine that incorporates store brand SKUs.
A full-page feature in the chain's Sept. 2 circular recommended making breakfast a family meal and offered deals on components from brands including private label Nature's Place, General Mills' Cascadian Farm and Upfield's I Can't Believe It's Not Butter.
Sibling chains Giant/Martin's, Giant Food and Stop & Shop are also participating in National Family Meals Month. A feature running in each chain's Sept. 7 circular used the campaign logo to deliver a 30-minute chili recipe and dangle $2 off fresh meat with the purchase of six products incorporated in the dish from brands including Kraft Heinz Co.'s Kraft, Conagra Brands' Hunt's and McCormick & Co.'s Frank's RedHot. Radio and TV spots, carousel ads on chain home pages, and Facebook, Twitter and Instagram updates support the effort.