Albertsons Chains Mix Up Frozen Food Month
Albertsons Cos. chains including Acme Market, Safeway and Albertsons leveraged the National Frozen & Refrigerated Foods Association’s designation of March as "Frozen Food Month" by offering savings and promotions throughout the month.
Activation varied slightly between chains. Acme, for instance, staged a sweepstakes offering one winner frozen food for a year (as $2,600 in Acme gift cards) as well as 10 $50 Acme gift cards to runners-up.
Running from Feb. 23 through March 22, the sweeps received a feature in Acme’s Big Book of Savings as well as in its March weekly circulars depicting the NRFA’s 2018 Frozen Food Month message “savor the taste.” Philadelphia, PA-based TKE administered. Entry was via the retailer's acmepromotion.com website. In-store activity included P-O-P materials such as stanchions, while Facebook and Twitter updates rounded out the effort. Among participating brands were Nestle’s DiGiorno, Kellogg Co.’s Eggo, Kraft Heinz Co.'s Smart Ones, B&G Foods' Green Giant and Tyson Foods’ Jimmy Dean.
Safeway offered savings and coupons on frozen items such as Eggo waffles and Green Giant’s frozen vegetables as well as a slightly different version of the sweeps that ran at Acme. Safeway’s sweeps ran from Feb. 28 to March 27 and awarded the same prizes, but entry was limited to Safeway club cardholders who purchased participating frozen food products.
The NRFA drove consumers to Safeway's frozen food aisles through various tactics, including digital coupons on Coupons.com and radio spots. Posts from NRFA sponsored bloggers such as Hip Mama’s Place specifically supported Safeway’s sweeps and savings. Safeway’s weekly circulars also outlined discounts on participating brands’ items throughout March.
Albertsons dangled a free frozen item from private label Signature Kitchens with a $15 category purchase. The offer was redeemable with digital coupons each week in March via Albertsons’ mobile application. The grocer additionally offered 25% off of its regularly marked own-brand frozen items throughout the month. A corporate blog post supported.
Jewel-Osco and other chains also tied into the month-long promotion with social media updates as well as circular features and Big Book of Savings ads depicting the NRFA’s Frozen Food Month logo. On Twitter, Jewel-Osco dangled a "mix and match" promotion on four participating frozen items for $10.
Albertsons chains including Tom Thumb, Shaw’s, Acme, Safeway and Albertsons have been regular participants in Frozen Food Month efforts in the past.