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Retail Promo Guide p2pi.org R etai l PR o m o Guide Featuring Seasonal Promotion Data and Detailed Promotional Calendars For Top Retailers Sponsored by: THE RIIGHT INTELLIGENCE Intelligently managing every aspect of the merchandising supply chain. learn more 800.232.0473 | www.menashapackaging.com n Healthy Living: Multi-channel “Get Back on Track” spotlights food, fitness and OTC brands for n Super Bowl: Long-running “Game Time” campaign concludes a merchandising program JAN New Year’s weight-loss and smoking-cessation resolutions; includes custom packaging and that launches each August. The finale includes custom P-O-P materials (mostly in grocery displays from partnering vendors. departments), “Bright Ideas” sampling events and activity on walmart.com; official NFL sponsor PepsiCo is a standout partner. n Cold & Flu n Tax Season: Third-party tax preparation kiosks in stores, n Valentine’s Day: Fueled n Race Time: Timed to NASCAR’s season opener and merchandising for related software and a communication by a seasonal sign package starring official racing sponsors, the season-long program FEB push to spend refund checks at the chain. spotlighting gifts and other benefits from a formal partnership inked in 2011. Executed relevant products. nationally online, with merchandising levels tailored to regional NASCAR interest. n March Madness: “Game Time” returns for feature, display and n Easter/Spring: An extensive merchandising effort showcases confectionery and other basket-fillers, including many exclusive MAR online activity typically revolving around official NCAA sponsors. SKUs; recently incorporated a spring-cleaning focus via custom displays. n Allergy: Relevant products n Easter/Spring n Fighting Hunger Together: Cause campaign unites a growing n Lawn & Garden: In-store signs, Smart Network spots and APR with no unifying sign list of major food manufacturers for events, media advertising, features showcase lawn care products. package. and custom displays and packaging. n Mother’s Day: Feature and sign activity with a heavy focus on n Saluting Heroes Together: Introduced in 2013, the n Steak-Over: Parking-lot product sampling boasting jewelry and other giftables. cause campaign benefitting military families marshals a growing list of vendor partners (led by Clorox Co.’s MAY manufacturers for custom displays and packaging, as well as Kingsford) is supported by an overarching marketing events. campaign and customized displays. n Father’s Day: A sign package that puts the spotlight on giftables. n Summer: “More Summer for Your Money” employs customized displays, Smart Network JUN spots and circular features throughout the season. n Summer/4th of July: A second wave of promotion related to grilling needs and seasonal n Back to School: The always massive, multi-channel “More School for Your Money” program JUL merchandise before back-to-school activity takes over the marketing plan. got even more extensive in 2013 through expansion of exclusive overlays from Kellogg Co. and General Mills; also targets older students with a “More College for Your Money” variation. AUG n Back to School n Cold & Flu: Promotion of in-store flu-shot clinics was supported n Game Time n Holiday: Launch of a seasonal layaway program provides an early kickoff to activity; Mars Inc. Sep for the first time in 2012 by relevant OTC and cleaning brands. stood out in 2012 with a mobile-based promotion. n Breast Cancer Awareness: General “pink” marketing is headlined by an exclusive overlay to n Halloween: “More Halloween for Your Money” in-store n Cold & Flu OCT Procter & Gamble’s “Pantene Beautiful Lengths” program. merchandising program. n Cold & Flu n Thanksgiving: Black Friday gets its own n Holiday: A huge media and P-O-P program that brings custom P-O-P plan; Cyber Monday is one of custom displays to stores and extensive content to walmart. NOV multiple online-only sales events. com; incorporates multiple exclusive SKUs and other manufacturer-specific activity. DEC n Holiday JAN n New Year/Super Bowl: A wide-ranging “Get Your Year in Gear” effort in 2013 merged the Super Bowl, New Year’s resolutions, household organization plans and bulk-purchase trips. FEB n Valentine’s Day: A “Valentopia” takeover of the seasonal department boasts product exclusives. n Retro Cereal: General Mills n Target Racing: Periodic n Lawn & Garden: n March Madness: n Easter: A takeover of the n Spring Cleaning: supplies exclusive, retro promotions through Merchandising program in Themed CPG promotions seasonal department Household brands cereal packaging. November activate retailer’s the seasonal department. in-store and online with plenty of exclusive tapped for feature and MAR NASCAR and IndyCar center on a vendor tie-in product offerings and display activity, often sponsorships, with support to NCAA basketball feature support. involving exclusive from multiple vendors. (recently Hershey). promotions. n Easter n Spring Cleaning n Earth Month: A focus on sustainable products in all APR departments includes reusable bag giveaways and various other promotions throughout the month. n Mother’s Day: A spotlight on gift ideas via seasonal signage and circulars. n Summer: Season-long merchandising program focuses on products storewide; CPG activity MAY includes a heavy dose of co-equity FSIs. n Summer n Father’s Day: A spotlight on gift ideas via circulars and seasonal signage in 2013 introduced JUN temporary floorstands providing secondary merchandising space. n Summer n Back to College: A broad “Bullseye University” program with a n Back to School: A corresponding program launching a n Bonus Black Friday: An JUL focus on electronics and dorm-room furnishings in 2013 added few weeks later puts a greater emphasis on a bulked-up online-only sale. a live digital component and pop-up shops on campuses. inventory of apparel, accessories and stationery. AUG n Back to College n Back to School n Back to College n Back to School n Football: Typical emphasis on TVs and electronics Sep bolstered by a cross-merchandising promotion tying into the annual August video release of EA Sports’ Madden NFL. n Halloween: A takeover in n Breast Cancer Awareness: Minimal attention to cause- n Cold & Flu: A push for in-store flu vaccinations is supported n Holiday: The chain’s the seasonal department benefitting products from a handful of vendors, including with signage and accompanied by endcap merchandising for earliest-ever holiday TV OCT that boasts plenty of another brush set from beauty-product partner Sonia Kashuk. OTC products. spot kicked off marketing product exclusives. activity mid-month in 2012. n Thanksgiving: A spotlight on the fresh food available in n Holiday: A steady onslaught of sales events with toys, “P-Fresh” stores in 2012 capped a fall-themed campaign that electronics and exclusive packaged goods receiving the main NOV launched in September to spotlight apparel and home goods, focus. including private labels. DEC n Holiday: Target pumped up activity mid-season in 2012 by launching a joint designer collection with Neiman Marcus. JAN n New Year: “Resolution Solutions” uses healthy living content to drive promotions for resolution- n Super Bowl: Unites official NFL partners for “Game Day Favorites” merchandising, exclusive friendly products and other “good for you” SKUs. coupons and other promotions; PepsiCo typically leads. n Heart Health: The American Heart Association’s “Heart Health n Valentine’s Day: The effort co-mingles typical gift items with n Black History Month: In 2013, a much more subdued FEB Month” designation gets the informational and promotional cosmetics and other ancillary categories. program took a health-focused approach. treatment via “Answers at Walgreens.” n Easter: Candy and other typical basket-fillers get the n March Madness: A tie-in to official NCAA sponsors like Coca- n Allergy Relief: Another “Answers at Walgreens” initiative spotlight. Cola and Hershey Co. puts the focus on “Game Day Favorites.” provides information about prevention and treatment MAR while offering various deals for OTC medication and related products. APR n Easter n Allergy Relief n Allergy Relief n Mother’s Day: Online/ n Women’s Health Month: Multi-channel campaign taps into n Summer: Ongoing series of category- and brand-specific offline “Celebrate Mom” content assets to promote everything from lip balm to adult promotions, most recently under a “Get More Happy” MAY program (quiet in 2013) diapers. theme. focuses largely on standard gift ideas. n Summer n Father’s Day/Graduation: A strong focus on men’s personal-care products as suitable holiday JUN gifts along with more typical giftables positioned as good for the graduates as well. n Summer n Back to School: Getting an early start, the 2013 effort ran under n Juvenile Diabetes: With support from CPGs, the JUL a “Go Back Happy and Healthy” theme in stores and online. summertime effort is built around a cause program. n Back to School n Cold & Flu: Walgreens in 2013 abandoned the “Arm Yourself” theme it used for its previous AUG four fall flu shot campaigns, instead employing a more direct “Get a Shot, Give a Shot” tagline that emphasizes a cause element. n Cold & Flu n Football: A recent addition, the season-opening promotions spotlight another round of Sep “Game Day Favorites.” n Cold & Flu n Breast Cancer Awareness: Support for Susan G. Komen n Halloween: Seasonal aisle stocks general holiday OCT for the Cure is activated through product promotions and merchandise while circulars (and secondary displays) go bolstered with content. heavy on the candy. n Cold & Flu n Holiday: Presents beauty n Diabetes Awareness Month: Free in-store glucose testing and other non-seasonal provides a hook for informational events, sampling and price NOV categories as ideal stocking promotions. stuffers. DEC n Cold & Flu n Holiday n New Year: Combines ExtraBucks rewards on weight-loss, smoking-cessation and other wellness n Super Bowl: Headlined by a purchase incentive incorporating dozens of vendors including JAN products with lifestyle information; GlaxoSmithKline was a key partner for several years until official NFL sponsors; recently incorporated custom P-O-P materials.
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