Food Lion Has a Rewarding Super Bowl

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Food Lion Has a Rewarding Super Bowl

By Samantha Nelson - 01/23/2018

Delhaize America's Food Lion is uniting dozens of brands for a "Playoff Payoff" rewards program ahead of the National Football League's Super Bowl.

MVP loyalty cardholders earn $5 off a future receipt for every $30 spent from Jan. 3 to Feb. 6 on brands including Mars Inc.'s Snickers, Kellogg Co.'s Pringles, PepsiCo's Tostitos, Campbell Soup Co.'s Prego and General Mills Old El Paso. Shoppers can earn up to $40 worth of rewards during the promotional period and the discounts are redeemable through March 31. Members activate the program and track their progress via foodlion.com or the chain's mobile application.

Window posters promote the campaign in stores, with radio spots, circular features, email blasts and a home page leaderboard ad supporting.

Fall Activity

Earlier in the season, Food Lion ran a "Quarter Back" sale offering loyalty cardholders $1 off the purchase of four private label SKUs (up to $10) from Sept. 13 to Oct. 10, 2017. Window posters and standees touted the promotion in stores, with circular features supporting.

Food Lion also partnered with Dr Pepper Snapple Group and Smithfield Foods for an instant-win game and sweepstakes activating their joint sponsorship of the Atlantic Coast Conference. MVP loyalty cardholders entered the game from Oct. 16 to Nov. 12, 2017, by purchasing one product from each manufacturer. Entry into the concurrent sweeps was through a promotional page within foodlion.com. The game awarded 60 winners with $100, while eight sweeps winners each received tickets to the Dr Pepper ACC Football Championship Game and a $100 store gift card. A feature in the digital version of Food Lion's Nov. 1 circular plugged the promotion.

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