Meijer Touts NCAA Sponsors in Stores, Online

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Meijer Touts NCAA Sponsors in Stores, Online

By Cyndi Loza - 04/01/2019

Meijer is shining a spotlight on National Collegiate Athletic Association's Division I Men's Basketball Tournament sponsors Mondelez International, Coca-Cola Co. and Hershey Co. in stores and online during this year's March Madness season.

In stores, Mondelez International's Ritz "crisp & thins" chips, Hershey Co.'s Reese's candy and Coca-Cola Co.'s new "orange vanilla"-flavored SKUs are highlighted on endcaps employing an "Enjoy Unrivaled Favorites" theme and depicting the NCAA March Madness logo. Multiple floor clings positioned near the SKUs within the aisles and a display ad on meijer.com support, continuing the theme. 

Elsewhere in stores, spectaculars from Coca-Cola and Mondelez International command attention, activating their respective sponsorships. The Coca-Cola Co. spectacular touts the "orange vanilla"-flavored SKUs while signage on the Mondelez spectacular positions Ritz SKUs and Coca-Cola beverages as a good pairing and touts the manufacturer's national sweepstakes awarding a trip to next year's NCAA March Madness Men's Final Four semifinal and final games in Atlanta. Consumers enter the sweeps from March 1 through April 8 by texting a picture of themselves with a Mondelez SKU to a promotional number. HelloWorld, Southfield, MI, administers.

On meijer.com, a home page display ad encouraging shoppers to "prep for the b-ball game" directs shoppers to a basketball-themed page spotlighting product from Reese's, Coca-Cola Co. and Ritz as well as General Mill's Old El Paso, and Nestle's Ice Mountain. The page comprises:

  • a leaderboard ad uniting SKUs from the aforementioned brands. 
  • various display ads linking to recipes that use Reese's candy, Ritz crackers as well as and Mondelez's Oreo, Wheat Thins and Triscuit snacks as ingredients. 
  • display ads linking to pages for food, alcoholic beverages, party necessities, and TVs and sports equipment/gear. 
  • the previously mentioned display ad uniting Ritz, Reese's and Coca-Cola.

A feature in the retailer's March 24 digital circular also spotlighted recipes for Reese's "Game Day Party" snack mix, Oreo "Into the Net Basketball" cupcakes and Triscuit "grilled Mexican Corn & Avocado" toppers. A March 17 sponsored Tweet from Meijer additionally plugged Ritz, Reese's and Coca-Cola SKUs, directing users to meijer.com to "stock up on snacks for the big game."

Meanwhile, Unilever activated its own NCAA at Meijer stores via a pallet display stocking Dove Men+Care, Axe and Degree SKUs. A feature in the retailer's March 17 circular also promised mPerks members $3 off a future receipt with the purchase of three Dove Men+Care, Axe, Suave or Degree men personal care product. 

Mondelez and Coca-Cola are also enjoying the spotlight at other retailers, including Southeastern Grocers.

P2PI members can view more March Madness activity as well as more than 360 articles and 3,300 images for Meijer on P2PI.org.

About the Author

Cyndi Loza

Cyndi Loza

Cyndi Loza is an associate editor of content for the Path to Purchase Institute. She has been a member of P2PI's editorial team for more than five years, covering retailers including Target, 7-Eleven, The Home Depot and Dollar General. Read More