Southeastern Grocers Gears Up with Coke

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Southeastern Grocers Gears Up with Coke

By Samantha Nelson - 05/07/2018

Coca-Cola Co. activated its sponsorship of the National Collegiate Athletic Association at Southeastern Grocers' Bi-Lo and Winn-Dixie by running a bulk-purchase incentive during March Madness season.

Shoppers who spent $15 on eligible Coke products from March 7 to April 2 received a coupon for $10 off a $30 purchase on shopncaasports.com. Endcap headers promoted the incentive in stores, with a March 7 email ad and concurrent Facebook and Twitter updates supporting.

In other seasonal activity, the retailer used a "Score Mad Savings" message on window posters offering deals on fresh ribs along with Nestle's DiGiorno, Coke's Powerade and multiple beer brands from Anheuser-Busch InBev. The theme also appeared on circular features, a March 9 email ad and carousel ads on chain home page, which promoted prepared foods and additional brands including private label SE Grocers, Mondelez International's Nabisco and Tyson Foods' Hillshire Farm.

The "Stuff the Bucket" promotion the retailer used ahead of the Super Bowl returned for March Madness. A March 7 circular feature and March 8 Twitter update touted the deal.