Albertsons, Unilever Run Summertime Ice Cream Program
Unilever is again running a summer program incentivizing ice cream purchases at 10 Albertsons Cos. chains including its flagship, Safeway, Randalls, Acme and Jewel-Osco, this time drumming up more of a digital presence in addition to in-store activity.
Like in years past, shoppers who purchase $20 worth of ice cream from brands including Talenti, Magnum, Popsicle, Klondike, and Good Humor receive a $5 Fandango reward in the form of a Fandango promotional code for one movie ticket or a Visa rewards virtual account credit for online purchases. The “Make Sweet Memories” program runs from May 1 through Sept. 30, and purchases can be cumulative. Shoppers redeem the reward by submitting their receipts via icecreamrewards.com.
Additionally, shoppers can “make [their] summer even sweeter” by entering a sweepstakes awarding 21 weekly winners of a year’s supply of ice cream (in the form of a $250 gift card to the respective chain) on the same dedicated microsite.
This year, the two companies embraced a more digital approach in regards to marketing the program. In addition to the entry microsite, a number of emails containing virtually clippable Just for U digital coupons prop up the program. The emails direct shoppers to icecreamrewards.com for more details.
The digital coupons are also available within participating chain websites and mobile applications and even called out under a dedicated “Savings from Unilever” category. Multiple circular features have also plugged the coupons and product.
The program also incorporates a #SweetMemoriesSweetRewards hashtag employed by influencers/coupon bloggers to promote sponsored content commissioned by global digital agency Mirum (which worked with Unilever on this program) on their social media channels.
In stores, violators in the frozen aisles as well as floor clings and wobblers throughout also support.
NOTE: Path to Purchase Institute members can view more from Albertsons Cos. at p2pi.org. Members also have access to more than 2,700 images and 200 articles about marketing and merchandising activity at Albertsons chains, along with a full Retailer Profile outlining operations and strategies.