Food Lion Stages a Rewarding Cookout
Ahold Delhaize's Food Lion has united 35 brands for a "Cookout Payout" rewards program.
Mirroring the "March to Savings" campaign Food Lion ran during the March Madness season, Cookout Payout awards MVP loyalty cardholders with $5 off a future receipt (up to $40) for every $20 spent from May 30 to June 26 on eligible brands including Kellogg Co.'s Pringles, Clorox Co.'s Kingsford, Kraft Heinz Co.'s Oscar Mayer and Unilever's Breyers. Cardholders sign up for the program through foodlion.com or the chain's mobile application and can use either method to track their progress. The activation web page also hosts 11 "cookout-ready recipes" incorporating products from qualifying brands including Mondelez International's Oreo, General Mills' Nature Valley and PepsiCo's Naked Juice.
Marketing support for the campaign has included radio spots, display ads on websites such as aol.com, run-of-press ads in publications including The Charlotte Post, circular features, a home page leaderboard ad, a May 30 email blast and a concurrent Twitter update.