Ahold Goes on a Milk Run for Dairy Month
Ahold Delhaize's Giant/Martin's and Stop & Shop divisions tied in to the designation of June as "National Dairy Month" by joining Feeding America's "Great American Milk Drive."
The chains partnered with multiple CPGs to donate one million servings of milk to local communities. Supporting circular features as well as Facebook and Twitter updates touted participating brands including Procter & Gamble's Pantene, Kellogg Co.'s Rice Krispies, Post Consumer Brands' Nutter Butter and Bimbo Bakeries USA's Entenmann's.
Violators in store dairy departments and carousel ads on chain home pages offered loyalty cardholders weekly deals on dairy products throughout the month, such as:
- $4 off the purchase of four SKUs from Unilever's ice cream brands.
- 300 bonus Gas Extra Rewards points with purchase of five SKUs from brands including Saputo Cheese USA's Frigo and Conagra Brands' Reddi-wip.
- $2 off milk with the purchase of two SKUs from Mondelez International's Oreo.
- A free Incredibles 2 lunchbox with a $10 purchase of Danone North America's Dannon Danimals.
Circular features also delivered recipes for dairy-focused meals, directing shoppers to each chain's online "Savory Recipe Center" for more ideas.