Jewel-Osco Celebrates Fab Women
Albertsons Co.'s Jewel-Osco recently held a f.a.b (food and beverage) women event at a Westmont, IL-based store to celebrate female entrepreneurs and women-owned businesses.
The event, held on June 26, spanned two one-hour panel discussions with four women each; more than 20 sampling stations all by women-owned or women-led brands including Pirro’s all natural sauce, Treefree Green paper, Sweet Loren’s cookie dough, and the Wine Co.’s Cupcake wine; a raffle and live music. Some stations also doled out manufacturer coupons to help drive purchases.
Diving right into leadership and brand-building, the first panel was carried out by Lindsey Hickey, president of Simek’s; Michelle Speziale, director of customer development at E & J Gallo; and Merry Green, founder of Black Women’s Expo. Vice president of strategic value, Network of Executive Women, Karianne Gomez, moderated.
The second panel discussed finding a work/life balance as a female go-getter. Moderated by GT Universe’s managing director Tracy Galindo, it engaged winemaker Jessica Tomei of Cupcake Vineyards; founder and president of Bobo’s Oat Bars, Beryl Stafford; and president and chief executive officer of Charboy’s, Pamela Jones, who credited Jewel for giving Charboy’s its big break, catapulting it from some six stores to 450 currently.
Staged with help from longtime partner and marketing agency GT Universe, the event served to tell the stories of women "making it" in a male-dominated field that is the food and grocery industry, and empower others to do the same. GT Universe has also helped Jewel pull off events such as its annual Earth Month and Italian heritage celebrations.
An email ad, a full-page feature in Jewel’s June Big Book of Savings catalog, and multiple social media updates using the hashtag #FabWomenWithJewel supported the f.a.b. women event. At the event store, an outdoor banner promoted the event, while purple and pink balloons at the entrance spelled out “FAB.” GT Universe additionally created a microsite for the event (FABwomenwithjewel.com) with details including sponsors.
Women’s Inspiration & Inclusion Network (WIIN) also helped power the event, and Jewel made a $1,000 donation to WINGS, a nonprofit that provides resources and assistance to adults and children fleeing domestic violence.
Other FAB women events will be held at three Jewel-Osco locations in the Chicagoland area on June 26, 27 and 28, excluding the panel discussions.
NOTE: Path to Purchase Institute members can view more images from the event at p2pi.org. Members also have access to more than 2,700 images and 200 articles about marketing and merchandising activity at Albertsons, along with a full Retailer Profile outlining the chain’s operations and strategies.