Stop & Shop Gives 'Friends' Food
Ahold Delhaize's Stop & Shop is collecting money and food to support local hunger relief organizations this holiday season.
In stores, stanchion signs and standees promote the retailer's annual "Food for Friends" fundraiser and encourage shoppers to donate $1 at checkout. Stores are selling $10 boxes of private-label Nature's Promise food that also will be donated. Circular features as well as Twitter and Instagram updates support the campaign, which runs from Nov. 10 to Dec. 17.
The chain also activated its sponsorship of the National Football League's New York Giants to host their 21st annual food drive benefiting the Food Bank for New York City at MetLife Stadium in East Rutherford, NJ, on Nov. 19. Giants players signed autographs and posed for pictures at three New Jersey stores on Nov. 18. They also unloaded a truck filled with 1,500 Thanksgiving turkeys Stop & Shop donated to the Community Food Bank of New Jersey as part of the chain's annual "Turkey Express" program, which delivered 21,000 birds to hunger relief organizations across its operational footprint.
Elsewhere in stores, easel signs are positioned near donation jars for Shriners Hospitals for Children. A 30-second TV spot (see below), circular features, and Facebook and Twitter updates tout the chain's work fighting hunger along with its annual fundraisers for local schools, the United Service Organizations and pediatric cancer research.