ShopRite Stages New Summer Sale
ShopRite ran a "Hot, Hot, Hot Summer Sale" this year in lieu of its annual "Summer Can Can Sale."
The latter sale had launched in 2002 as a warm-weather version of the 47-year-old Can Can Sale that ShopRite stages each winter. Running July 8-22, the new Hot, Hot, Hot Summer Sale was a "fresh take" on the traditional Summer Can Can campaign, ShopRite spokesperson Karen O'Shea told P2PI.
"The new seasonal name reflects the savings offered on products that are more popular during the summer months, including drinks, produce and prepared foods," she said. "But, the annual summer sale at ShopRite stores … still offers the same great deals and promotions on many canned goods, ShopRite private label products and national brand items."
Features in the retailer's July 15 and July 8 circulars touted the latest summer sale, depicting a cartoon sun and inviting consumers to "stock up & save on everything." Most features also employed an "ole, ole, ole, ole" message to tie in to the campaign's TV spots that contained a jingle version of "Hot Hot Hot," a song originally preformed by Montserratian musician Arrow. A carousel ad within shoprite.com, a July 13 email blast and radio spots supported.
The summer and winter campaigns traditionally depict women dancing the can can in circulars, and on in-store displays and signs. In TV spots, the women dance to the tune of French composer Jacques Offenbach's "Galop Infernal," which is frequently associated with the can can dance. (See video below for a compilation of commercials from ShopRite's YouTube channel.) O'Shea confirmed the Winter Can Can event — which was first developed to drive private-label sales and expanded long ago to cover the entire store — will return January 2019.
Despite the company's fresh take on the sale, P2PI spotted at least one ShopRite store (in Southbury, CT) still communicating the Summer Can Can sale on case stackers merchandising store-brand kidney beans.