Hannaford Grills Up a Cause
Ahold Delhaize's Hannaford has pledged to donate $150,000 to nonprofit school-based food pantries and childcare centers as part of a "Grill Like a Chef" campaign.
The chain is encouraging shoppers to support the cause from June 24 to Aug. 4 by purchasing products from dozens of participating brands including Unilever's Breyers, Bush Brothers & Co.'s Bush's Best and General Mills' Chex Mix. Eligible SKUs are marked with shelf signs in stores.
Hannaford tapped chefs Kerry Altiero of Cafe Miranda in Rockford, ME, and Ric Orlando of New World Bistro in Albany, NY, to develop recipes for grilled fare incorporating product from private labels Nature's Place and Taste of Inspirations along with participating brands such as Orograin Bakeries Products' Anzio and Mt. Olive Pickle Co.'s flagship. Standees dispense the recipes in stores, and corresponding cooking videos are posted on a promotional page within hannaford.com.
Members of the My Hannaford Rewards program received a July 20 email that linked to one of the recipes and offered digital coupons for participating brands including Snyder's-Lance's Cape Cod, Talking Rain's Sparkling Ice and BelGioioso Cheese's flagship. Additional marketing support includes circular features, a home page display ad, and Facebook, Twitter, and Instagram updates.
Grill Like a Chef replaces the annual summer flight of the "Hannaford Helps Fight Hunger" cause campaign, which has traditionally directly tied donations to purchases.