There tends to be a dearth of creative marketing and advertising when it comes to the weekly promotional offerings put forth by U.S. supermarket chains.
For example, most food retailers' weekly advertising circulars consist mainly of a series of national (and regional) brand and store brand items which are offered at discount prices, along with a store-specific coupon or two. This isn't a bad thing - just a limiting one.
Of course, there are exceptions.
I noticed such an exception yesterday in the form of a four-page, full-color supplemental promotional/advertising circular distributed by Pleasanton, California-based Safeway Stores, Inc. via Sunday newspapers and online in all of its U.S. markets. Safeway operates hundreds of supermarkets in California, Nevada and Arizona - the three states where Tesco's 130 Fresh & Easy Neighborhood Market grocery and fresh foods markets are located - under the "Safeway" and "Vons" banners, as well as operating under "Safeway" and other banners in numerous other parts of the country.
The Promotional 'Big Idea'
Safeway's concept in the supplemental advertising flier issued yesterday - and good until Christmas Eve, December 24 - is a simple yet catchy one.
The promotion is called "Safeway's 12 Days To Save." It's a takeoff on the famous "12 Days of Christmas" song and theme."
In the advertising flier [an online version even includes sound; click the fourth button from the left on the Web Player at the link, top of the Web Site] Safeway is offering shoppers a coupon good for a one free item for each of the 12 days - beginning yesterday - leading up to Christmas. The last free coupon - for a free bottle of Safeway brand Club Soda - is to be redeemed by shoppers on Christmas Eve.
Among the "12 days of free items" from Safeway, along with the club soda, are a dozen free eggs, a 5 pound bag of potatoes, free cake mix and eight other items. Shoppers have to spend a minimum of $20 to get the daily free item coupon offering.
The promotion and advertising flier isn't a replacement for Safeway's regular weekly advertising circular. Rather, it's a supplement to it, geared around the Christmas holiday song and theme of the "12 Days of Christmas."
I like Safeway's promotion for a number of reasons.
First, it breaks out of the usual price-promotion-only focused paradigm/box by adding a creative element to it: The "12 Days of Christmas," which is a song every grocery shopper can relate to. It's easy for a consumer to immediately make the mental connection between the 12 days of free item coupons and the "12 days of Christmas" song and theme.
Second, the promotion adds the element of fun to grocery shopping. This cynical pundit smiled when we saw the flier, for example. Good advertising creates smiles.
Third, FREE is an obviously powerful offering. With a coupon for one free item, such as a dozen eggs, in hand, and with only a $20 purchase minimum needed in order to obtain it, I think a non-Safeway shopper just might be tempted to give Safeway a try. In other words, creating new customer trial, which should always be one goal of grocer promotions. And for regular Safeway shoppers the free item is a bonus for being a loyal customer.
Lastly, and perhaps most important, Safeway's "12 Days To Save" promotion and advertising flier creates interest in the Safeway brand. Safeway's supplemental advertising flier caught my attention, for example, and I look at way too many grocery chain promotional and advertising pieces. That means is broke from the usual clutter.
Such interest in "brand Safeway" does more than promote -- it adds to the chain's overall marketing and brand building efforts -- and as such I think it warrants being called a marketing piece as well as just a promotional one.
I give two thumbs up to Safeway's "12 Days To Save" promotion.
And just for fun, the song: "The 12 Days of Christmas"
On the first day of Christmas, my true love sent to me A partridge in a pear tree.
On the second day of Christmas, my true love sent to me Two turtle doves, And a partridge in a pear tree.
On the third day of Christmas, my true love sent to me Three French hens, Two turtle doves, And a partridge in a pear tree.
On the fourth day of Christmas, my true love sent to me Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the fifth day of Christmas, my true love sent to me Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the sixth day of Christmas, my true love sent to me Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the seventh day of Christmas, my true love sent to me Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the eighth day of Christmas, my true love sent to me Eight maids a-milking, Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the ninth day of Christmas, my true love sent to me Nine ladies dancing, Eight maids a-milking, Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the tenth day of Christmas, my true love sent to me Ten lords a-leaping, Nine ladies dancing, Eight maids a-milking, Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the eleventh day of Christmas, my true love sent to me Eleven pipers piping, Ten lords a-leaping, Nine ladies dancing, Eight maids a-milking, Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree.
On the twelfth day of Christmas, my true love sent to me Twelve drummers drumming, Eleven pipers piping, Ten lords a-leaping, Nine ladies dancing, Eight maids a-milking, Seven swans a-swimming, Six geese a-laying, Five golden rings, Four calling birds, Three French hens, Two turtle doves, And a partridge in a pear tree!
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1 comment:
Safeway should bring back its old "Lets be neighbors, lets be friends" advertising campaign from the 1980's. It was catchy and humanized Safeway.
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