Retail PRomo Guide

Featuring Seasonal Promotion Data and Detailed Promotional Calendars For Top Retailers

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Jann Healthy Living: Multi-channel “Get Back on Track” spotlights food, fitness and OTC brands for

New Year’s weight-loss and smoking-cessation resolutions; includes custom packaging and displays from partnering vendors.

n Super Bowl: Long-running “Game Time” campaign concludes a merchandising program that launches each August. The finale includes custom P-O-P materials (mostly in grocery departments), “Bright Ideas” sampling events and activity on walmart.com; official NFL sponsor PepsiCo is a standout partner.

FEb

n Cold & Flu n Tax Season: Third-party tax preparation kiosks in stores, merchandising for related software and a communication push to spend refund checks at the chain.

n Valentine’s Day: Fueled by a seasonal sign package spotlighting gifts and other relevant products.

n Race Time: Timed to NASCAR’s season opener and starring official racing sponsors, the season-long program benefits from a formal partnership inked in 2011. Executed nationally online, with merchandising levels tailored to regional NASCAR interest.

marn March Madness: “Game Time” returns for feature, display and

online activity typically revolving around official NCAA sponsors.n Easter/Spring: An extensive merchandising effort showcases confectionery and other basket-fillers, including many exclusive

SKUs; recently incorporated a spring-cleaning focus via custom displays.

aPrn Allergy: Relevant products

with no unifying sign package.

n Easter/Spring n Fighting Hunger Together: Cause campaign unites a growing list of major food manufacturers for events, media advertising, and custom displays and packaging.

n Lawn & Garden: In-store signs, Smart Network spots and features showcase lawn care products.

may

n Mother’s Day: Feature and sign activity with a heavy focus on jewelry and other giftables.

n Saluting Heroes Together: Introduced in 2013, the cause campaign benefitting military families marshals manufacturers for custom displays and packaging, as well as events.

n Steak-Over: Parking-lot product sampling boasting a growing list of vendor partners (led by Clorox Co.’s Kingsford) is supported by an overarching marketing campaign and customized displays.

Junn Father’s Day: A sign package that puts the spotlight on giftables. n Summer: “More Summer for Your Money” employs customized displays, Smart Network

spots and circular features throughout the season.

Juln Summer/4th of July: A second wave of promotion related to grilling needs and seasonal

merchandise before back-to-school activity takes over the marketing plan.n Back to School: The always massive, multi-channel “More School for Your Money” program

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

sEPn Cold & Flu: Promotion of in-store flu-shot clinics was supported

for the first time in 2012 by relevant OTC and cleaning brands.n Game Time n Holiday: Launch of a seasonal layaway program provides an early kickoff to activity; Mars Inc.

stood out in 2012 with a mobile-based promotion.

octn Breast Cancer Awareness: General “pink” marketing is headlined by an exclusive overlay to

Procter & Gamble’s “Pantene Beautiful Lengths” program.n Halloween: “More Halloween for Your Money” in-store

merchandising program.n Cold & Flu

nov

n Cold & Flu n Thanksgiving: Black Friday gets its own custom P-O-P plan; Cyber Monday is one of multiple online-only sales events.

n Holiday: A huge media and P-O-P program that brings custom displays to stores and extensive content to walmart.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.

mar

n Retro Cereal: General Mills supplies exclusive, retro cereal packaging.

n Target Racing: Periodic promotions through November activate retailer’s NASCAR and IndyCar sponsorships, with support from multiple vendors.

n Lawn & Garden: Merchandising program in the seasonal department.

n March Madness: Themed CPG promotions in-store and online center on a vendor tie-in to NCAA basketball (recently Hershey).

n Easter: A takeover of the seasonal department with plenty of exclusive product offerings and feature support.

n Spring Cleaning: Household brands tapped for feature and display activity, often involving exclusive promotions.

aPrn Easter n Spring Cleaning n Earth Month: A focus on sustainable products in all

departments includes reusable bag giveaways and various other promotions throughout the month.

mayn 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

includes a heavy dose of co-equity FSIs.

Junn Summer n Father’s Day: A spotlight on gift ideas via circulars and seasonal signage in 2013 introduced

temporary floorstands providing secondary merchandising space.

Juln Summer n Back to College: A broad “Bullseye University” program with a

focus on electronics and dorm-room furnishings in 2013 added a live digital component and pop-up shops on campuses.

n Back to School: A corresponding program launching a few weeks later puts a greater emphasis on a bulked-up inventory of apparel, accessories and stationery.

n Bonus Black Friday: An online-only sale.

aug n Back to College n Back to School

sEPn Back to College n Back to School n Football: Typical emphasis on TVs and electronics

bolstered by a cross-merchandising promotion tying into the annual August video release of EA Sports’ Madden NFL.

oct

n Halloween: A takeover in the seasonal department that boasts plenty of product exclusives.

n Breast Cancer Awareness: Minimal attention to cause-benefitting products from a handful of vendors, including another brush set from beauty-product partner Sonia Kashuk.

n Cold & Flu: A push for in-store flu vaccinations is supported with signage and accompanied by endcap merchandising for OTC products.

n Holiday: The chain’s earliest-ever holiday TV spot kicked off marketing activity mid-month in 2012.

nov

n Thanksgiving: A spotlight on the fresh food available in “P-Fresh” stores in 2012 capped a fall-themed campaign that launched in September to spotlight apparel and home goods, including private labels.

n Holiday: A steady onslaught of sales events with toys, electronics and exclusive packaged goods receiving the main focus.

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-friendly products and other “good for you” SKUs.

n Super Bowl: Unites official NFL partners for “Game Day Favorites” merchandising, exclusive coupons and other promotions; PepsiCo typically leads.

FEbn Heart Health: The American Heart Association’s “Heart Health

Month” designation gets the informational and promotional treatment via “Answers at Walgreens.”

n Valentine’s Day: The effort co-mingles typical gift items with cosmetics and other ancillary categories.

n Black History Month: In 2013, a much more subdued program took a health-focused approach.

mar

n Easter: Candy and other typical basket-fillers get the spotlight.

n March Madness: A tie-in to official NCAA sponsors like Coca-Cola and Hershey Co. puts the focus on “Game Day Favorites.”

n Allergy Relief: Another “Answers at Walgreens” initiative provides information about prevention and treatment while offering various deals for OTC medication and related products.

aPr n Easter n Allergy Relief

may

n Allergy Relief n Mother’s Day: Online/offline “Celebrate Mom” program (quiet in 2013) focuses largely on standard gift ideas.

n Women’s Health Month: Multi-channel campaign taps into content assets to promote everything from lip balm to adult diapers.

n Summer: Ongoing series of category- and brand-specific promotions, most recently under a “Get More Happy” theme.

Junn Summer n Father’s Day/Graduation: A strong focus on men’s personal-care products as suitable holiday

gifts along with more typical giftables positioned as good for the graduates as well.

Juln Summer n Back to School: Getting an early start, the 2013 effort ran under

a “Go Back Happy and Healthy” theme in stores and online.n Juvenile Diabetes: With support from CPGs, the

summertime effort is built around a cause program.

augn Back to School n Cold & Flu: Walgreens in 2013 abandoned the “Arm Yourself” theme it used for its previous

four fall flu shot campaigns, instead employing a more direct “Get a Shot, Give a Shot” tagline that emphasizes a cause element.

sEPn Cold & Flu n Football: A recent addition, the season-opening promotions spotlight another round of

“Game Day Favorites.”

octn Cold & Flu n Breast Cancer Awareness: Support for Susan G. Komen

for the Cure is activated through product promotions and bolstered with content.

n Halloween: Seasonal aisle stocks general holiday merchandise while circulars (and secondary displays) go heavy on the candy.

nov

n Cold & Flu n Holiday: Presents beauty and other non-seasonal categories as ideal stocking stuffers.

n Diabetes Awareness Month: Free in-store glucose testing provides a hook for informational events, sampling and price promotions.

dEc n Cold & Flu n Holiday

Jann New Year: Combines ExtraBucks rewards on weight-loss, smoking-cessation and other wellness

products with lifestyle information; GlaxoSmithKline was a key partner for several years until 2013.

n Super Bowl: Headlined by a purchase incentive incorporating dozens of vendors including official NFL sponsors; recently incorporated custom P-O-P materials.

FEbn American Heart Month: Free screenings in select stores, social media chats, a booklet of health

information and product offers from relevant brands.n Valentine’s Day: Basic price promotions on standard gifts and related items.

mar

n Allergy Relief: “Care & Prepare” campaign in 2013 enlisted key CPGs to provide information and ExtraBucks deals via short-term promotions running through summer.

n Easter: Presents ExtraBucks deals on confectionery and other basket-fillers, which get secondary placement in the seasonal aisle and strong feature support.

n March Madness: Although relatively quiet in 2013, the effort typically positions the chain as a destination for party favorites by uniting official NCAA sponsors for ExtraBucks offers.

aPrn Easter n Allergy Relief

mayn Allergy Relief n Mother’s Day: ExtraBucks and other offers on typical gift

items and holiday needs.n Memorial Day/Summer: A loose summer theme provides

the backdrop for seasonal merchandising and ongoing promotions with specific vendors.

Junn Father’s Day: Fragrances, grooming products and even some consumer electronics get the

spotlight to position the chain as a destination for convenient and/or last-minute shopping.n 4th of July/Summer

Juln Summer n Back to School: ExtraBucks and BOGO offers on school supplies and personal care products,

with the addition of some atypical merchandise like furniture.

augn Back to School n Cold & Flu: Presents season-long ExtraBucks offers and other deals on OTC remedies coupled

with a strong push for in-store immunizations.

sEPn Back to School n Cold & Flu n Halloween: Basic feature/display support for seasonal

merchandise along with ExtraBucks offers on candy and other treats; the effort particularly promotes Mars Inc.’s

octn Cold & Flu n Halloween

novn Holiday: “Christmas Destination” focuses on general merchandise (including electronics and other non-endemic categories)

bolstered by various purchase incentives on packaged goods.

dEcn Holiday

Jann New Year: Free health screenings and informational sessions; a year-round “Rite Aid for Quitting”

program with GlaxoSmithKline offers help for smoking cessation and relevant deals.n Super Bowl: Circulars communicate rewards for Wellness+ cardholders; spotlight extends to

atypical merchandise such as televisions.

FEbn Valentine’s Day: P-O-P materials and circulars spotlight confectionery, greeting cards, other gift items and, in 2013, fresh-cut floral bouquets to position the chain as a convenient holiday destination.

marn Easter: Focus on confectionery and novelties; also pulls in garden gadgets and yard toys as a

nod to spring in general; boasted social media support in 2013.n March Madness: In 2013, activated Unilever’s official NCAA sponsorship through an account-

specific sweepstakes.

aPrn Easter n Allergy Relief: Various +UP Rewards incentives supported by

vendors continue into May; Johnson & Johnson plays lead role through a continuity program supported by custom displays.

n Children’s Miracle Network: Kick-off to annual two-month fundraising effort that in 2013 leveraged the nonprofit’s tie-in to 20th Century Fox’s animated children’s film, Epic.

mayn Mother’s Day: +UP Rewards for confectionery, gift cards and

other giftables; leveraged P&G’s “Thank You, Mom” theme in 2013.

n Memorial Day/Summer: A spotlight on outdoor cookware, lawn furniture and other seasonal products; summer-long +UP Rewards deals for food and personal care items.

n NASCAR: Leverages official vendor sponsorships for account-specific sweepstakes and loyalty-card incentives.

Junn Nail Extravaganza: Launched in 2012, the effort enlists a

horde of relevant vendors for a contest and category-based +UP Rewards offers beginning in May.

n Skin Cancer Foundation: Cause partnership spans content and a four-month “Road to Healthy Skin Tour” offering free screenings from an expanding roster of vendor partners.

n Father’s Day: Perfunctory; greeting and gift cards.

n Summer

Juln Skin Cancer Foundation n 4th of July/Summer

augn Back to School: Focus in 2013 shifted to a bulked-up inventory of college needs including TVs,

computer accessories and dorm furnishings; basic school supplies and other packaged goods sales are bolstered with +UP Rewards incentives.

n Cold & Flu: Long-term push for in-store immunizations and relevant OTC products gets rolling.

sEPn Back to School n Cold & Flu

octn Cold & Flu n Halloween: Seasonal spotlight on confectionery, cosmetics

and costumes also loops in relevant home videos.n Breast Cancer Awareness: A purchase-driven donation

program staged with Revlon Inc. includes a Facebook contest and brand-specific incentives.

novn Holiday: Co-mingles themed content with a spotlight on brands from various seasonal categories.

dEcn Holiday: Fictional family “The Rites” gives a face to digital activity around electronics and other gift ideas.

Jann New Year: A health-focused spotlight on nutritious and “good for you” food along with beauty

and personal care products. n Super Bowl: A bulk-purchase incentive supported by custom P-O-P materials from

participating CPGs provides a launch pad for heavy promotion of party favorites; has de-emphasized the “Game Day Greats” theme of previous years.

FEb

n Daytona 500: Rallies dozens of manufacturers to help activate Kroger’s proprietary sponsorship through a massive, near-storewide event centered on a bulk-purchase incentive. Participants provide custom packaging as well as displays, with official NASCAR sponsors supplying additional materials to enhance the in-store experience.

n Black History Month: Marketing materials (dedicated website, signage, radio spots) celebrate the richness of African-American history while promotions showcase family dinners.

mar

n March Madness: Leverages official NCAA sponsors to lend an authentic air to promotions that have included bulk-purchase incentives and cause elements. Secondary merchandising focuses on snacks and beverages.

n Easter: Incentives for gift cards and prepared foods lead activity, followed by promotion for cookware and confectionery/basket-fillers.

n Spring Cleaning: Circulars spotlight household essentials.

aPr n Earth Day: Recently built around a contest, seasonal activity spotlights relevant private-label and national-brand products.

may

n Mother’s Day

n Memorial Day: A USO fundraiser enlists key suppliers for a two-week campaign in which select purchases trigger donations; summer promotions begin with circulars emphasizing all barbecue needs.

n Bringing Hope to the Table: Annual two-week cause effort supporting Feeding America through product purchases from a short list of key vendors launches in late May and runs into June.

n Summer of Beer: Category-specific merchandising program gains heavy in-store support (and its own website) while helping drive broader grilling/summer efforts.

Junn Summer of Beer n Dads & Grads: A previous dual campaign split in 2013 into separate efforts, with a “Grad Central”

spotlight on party platters giving way to dad-themed features and display support for gift ideas in June; third-party gift card purchases were promoted throughout.

n Daytona 500: A smaller merchandising event midway through NASCAR’s season that spins off a promotion for instant and future savings with bulk purchases.

Jul n Summer/4th of July n Summer of Beer

augn Back to School: A “Savings 101” program incorporates multiple sales events centered on

digital coupons for thousands of items; incentives for third-party gift cards prevalent.n Football/Tailgating: Relatively standard circular and display activity under tailgating/cookout

themes.

sEP

n Back to School n Breast Cancer Awareness: More than 1,600 products participate in the annual “Giving Hope a Hand” program by providing pink packaging and custom displays; top CPGs often add account-specific overlays to their own national efforts.

n Halloween: Standard merchandising additions of holiday needs and secondary attention to confectionery.

octn Halloween n Breast Cancer Awareness

novn Thanksgiving: Promotes prepared meals and platters; launches holiday marketing with an open house event and incentives for

third-party gift card purchases.

dEc n Holiday

Jann Return to Routine: CPG participation in distinct promotions for New Year’s resolutions, cleaning,

back to school and cold & flu will gain a unifying theme in 2014.n Super Bowl: Annual “Joy of Football” program made more room for CPG collaboration

(alongside the typical private-label spotlight) via signage and circulars plugging cross-merchandising and bulk-purchase incentives, meal solutions and coupons.

FEb n Valentine’s Day: Activity includes a strong P-O-P component typically spotlighting the floral department along with gifts and greeting cards while looping in national brands.

mar

n St. Patrick’s Day: Circular and online activity spotlights relevant products.

n Spring: Purchase incentives for gift cards supported with in-store signs.

n NASCAR: Regional promotions launching in 2014 will include activity at racetracks.

n Easter: A generic program (preceded with a Lent-themed spotlight on seafood) highlighted by a bulk-purchase incentive promoting meat, gifts, greeting cards, flowers and confectionery.

aPrn Earth Day: Played out largely via the company’s Just for U

digital coupon program.n Hunger: A campaign consolidating various hunger-fighting

platforms under one umbrella will launch in 2014.n NASCAR n Easter

may

n Cinco de Mayo: Bulk-purchase incentives and meal ideas presented in circulars and online.

n Mother’s Day: P-O-P materials and purchase incentives focus on greeting and gift cards and the floral department, with activity extending to some packaged foods.

n Memorial Day/Summer: The long-term program runs well past 4th of July to spotlight a breadth of products with CPG support; most recently sported a “Summer of Savings” theme.

n Fresh From Our Farmers: Continuing throughout the summer, the program uses signage to amplify local produce.

Junn Summer n Dads & Grads: Incentives for gift cards get most of the attention,

although the Father’s Day side recently extended to private-label Rancher’s Reserve meat.

n National Dairy Month: A tie-in to NFRA’s annual promotion encompasses an array of partnering brands and an extensive sign package.

Jul n Summer/4th of July: The holiday typically triggers a big bulk-purchase and Gas Rewards incentives.

augn Summer n Back to School: Renamed “Your School Gets 10% Back” program dominates seasonal marketing, with participating CPGs providing custom

displays; college-themed activity spotlights household products, recently under a “Savings 101” theme.

sEPnBack to School n Football/Tailgating: A major platform boasting in-store and stadium

activation will launch in 2014, pairing Safeway and CPG sponsorships.n Labor Day: A bulk-purchase incentive as summer merchandising concludes.

oct

n Cold & Flu: Grocery discounts with pharmacy immunizations throughout winter; reduced signage will dovetail with an increased focus on pre-shop activation.

n Breast Cancer Awareness: “Together for a Cure” aligns numerous manufacturers for a company-wide fundraiser/purchase incentive backed by an extensive P-O-P program and, recently, celebrity endorsements.

n Halloween: Circulars place a spotlight on frozen and packaged food, confectionery and beverages.

novn Thanksgiving: Holiday marketing gets rolling with bulk-

purchase incentives and a spotlighting on the bakery department, with CPG support.

n Holiday: The incentives and bakery focus continue throughout the season. A holiday entertaining platform will launch in 2014.

dEc n Holiday

Jann Super Bowl/New Year: Spotlight on party supplies encompasses post-New Year bulk purchases, recently under the retailer’s periodic “Gigantic Stock-Up Sale.” A revived “Game On” theme

kicked in at the end of the month in 2013, while New Year’s activity diverged and took a health focus.

FEbn Valentine’s Day: Perfunctory spotlight on confectionery with

incentives for gift and greeting card purchases.n Black History Month: Annually distributes “Profiles

in Excellence” booklets celebrating African-American achievements, but runs few corresponding promotions.

n American Heart Month: Circular features and website activity promote low-sodium SKUs and provide information about hypertension under the ongoing “Healthy Ideas” platform.

mar

n Easter: Showcases fresh and packaged meal solutions, basket-fillers and other products in straight sales or standard promotions; Passover also gets feature and display support.

n Frozen Food Month: Multiple bulk-purchase incentives are typically backed by manufacturer- or brand-specific offers.

n March Madness: Bulk-buy deals on snacks and beverages in 2013 benefitted from the official NCAA sponsorships of Coca-Cola, Hershey Co. and Mondelez International. The program included custom P-O-P materials.

aPr n Triple Winner: Long-running (1991) fundraiser for pediatric cancer causes centers on a storewide instant-win game awarding thousands of free products from hundreds of participating brands.

may

n Triple Winner n Mother’s Day: Spotlight on seasonal items; leveraged P&G’s “Thank You, Mom” platform in 2013.

n Memorial Day/Summer: Seasonal activity begins with a focus on “Tastes of Summer” from center store and perimeter departments that continues throughout the season; in 2013, included a “Grilling Guide” presenting related content.

n National Pet Month: Incentives for Purina pet SKUs bolstered by content from the brand.

Jun

n Triple Winner n Father’s Day: Purchase incentives on gift and greeting cards, with some circular features suggesting perimeter-department meal options.

n Summer: More “Tastes of Summer” and “Cookout Classics” involving the perimeter and center store, with some manufacturer-specific promotions sprinkled in.

n National Dairy Month: Department-wide and vendor-specific bulk offers delivering discounts on future receipts, supported by Gas Rewards incentives.

Juln Triple Winner n Summer/4th of July: Though relatively quiet in 2013, periodic programs also include activation of official sponsorships with

Major League Baseball’s New York Yankees and Boston Red Sox.

augn Back to School: A formerly extensive seasonal program with heavy vendor support gave way to token circular and display activity in 2012 and manufacturer-specific bulk discounts in 2013;

focus instead placed on perimeter offerings.

sEPn Back to School: Heavy marketing support for “A+ School Rewards,” which lets loyalty

cardholders earn money for designated schools based on purchases throughout the school year.n Football: Promotions themed for tailgating/TV viewing needs get a boost through

sponsorships of the National Football League’s Ravens, Giants and Patriots; “Game On” returns to spotlight perimeter fare and packaged goods.

octn Breast Cancer Awareness: A scaled-back program in 2012 involved a shorter promotional

window and fewer manufacturer tie-ins.n Halloween: Seasonal aisles stock candy pallets and feature activity supports; purchase

incentives on snacks and beverages.

novn Thanksgiving/Holiday: Returned to meal solutions in 2012 after emphasizing non-grocery gift items in 2011.

dEcn Holiday: Concurrent Hanukkah effort presents coupons and deals on Kosher products and other relevant items.

Jann Super Bowl: A value campaign focuses

mainly on prepared foods and perimeter departments, with an exclusive sweeps from PepsiCo.

n New Year: “Big Savings” delivers coupons from partner brands.

n Special Olympics: Longstanding fundraising campaign with P&G.

n Return to School: School-themed showcase for snacks, breakfast foods and other packaged goods.

FEbn Valentine’s Day: Spotlight on greeting cards and confectionery. n Viva Italia: An annual multi-week merchandising program gives heavy circular and display

support to authentic brands and other products used in Italian cooking.

mar n Easter/Passover: Circular and display activity for meal needs and basket-fillers from the perimeter and center store; Kosher favorites for the Jewish holiday also get plenty of attention.

aPrn Easter n Earth Month: Promotional activity centered on packaged and

fresh sustainable products typically gets its own circular.n March for Babies: Annual campaign to benefit the March

of Dimes enlists manufacturers for coupon offers and donations.

mayn Cinco de Mayo: In-store sampling events for relevant

products.n Mother’s Day: Standard circular and display support for

typical holiday buys bolstered by purchase incentives and BOGOs.

n Memorial Day/Summer: Loosely themed, often category-specific promotions throughout the season, supported by exclusive programs from manufacturers.

Jun

n Summer n Get Healthy, Give Hope: One of a handful of retailers who team with nonprofit Produce for Kids to support Children’s Miracle Network.

n Father’s Day: Delivers purchase incentives on perimeter buys.

n Storm Basics: An annual program for hurricane-season emergency needs (batteries, flashlights) and non-perishables, with ConAgra as key partner for the last several years.

Juln Summer n Back to School: Heavy sales activity on supplies and grocery needs (including perimeter fare) gets an early start.

augn Summer n Back to School: ConAgra leads college-themed activity with a bulk-purchase

incentive backed by custom displays and a dedicated microsite.n Football/Tailgating: “Ultimate Tailgate Party” aligns with snack and

beverage brands for sports-themed promotions.

sEPn Football/Tailgating n Rosh Hashanah: Products suitable for Jewish New Year celebrations get circular and display support.

octn Breast Cancer Awareness: Circular/display activity typically involves a loose grouping of several

brand-driven promotions presented under a general theme; teamed with General Mills in 2012 for a purchase-triggered donation program.

n Halloween: The typical focus on general merchandise and candy gets the retailer’s own spin toward perimeter food solutions.

novn Thanksgiving/Holiday: Prepared meals and other perimeter-department offerings get the primary push, with center-store baking

needs running a close second. Recently has included strong digital activation.

dEc n Holiday: Hanukkah food items get some play amidst the more standard holiday fare.

Jann New Year: Seasonal programs center on an annual “Fresh

Start” sweepstakes supported by a handful of oft-changing vendors.

n Super Bowl: Activity entails an account-specific overlay from NFL sponsor PepsiCo supported by features delivering price promotions on food brands.

n Country Music: Dr Pepper Snapple Group provides an annual promotion awarding trips to the Academy of Country Music’s awards show.

FEbn Valentine’s Day: Recipes through the chain’s “Easy Meals” microsite and price promotions on

standard holiday gifts.n Black History Month: Themes vary by year; the 2012 and 2013 efforts activated the retailer’s

yearlong “Every Day Heroes” program.

mar

n March Madness: Typically leans on official NCAA sponsors to borrow credibility. n Dew General Store: What started as a short-term rewards program with PepsiCo’s Mountain Dew in March 2011 steadily grew into a 10-month execution in 2013; incorporates NASCAR summer marketing.

aPr

n Picture Perfect Pets: An annual department-specific promotion from Del Monte centers on a photo contest.

n Spring Cleaning: A sweepstakes supported by K-C, Clorox Co. and Sun Products headlines activity, dubbed “Everyday Clean Savings” in 2013.

n Dollar General Literacy Foundation: Annual spring effort with General Mills provides donations triggered by in-store purchases; In 2013, Mars also staged a fundraising campaign.

may

n Mother’s Day: In recent years, P&G gained the spotlight; general gift items also highlighted in stores and online.

n Memorial Day/Summer: Seasonal merchandise and outdoor cooking needs are spotlighted in, respectively, “Gear Up for Summer” and “Gather ‘Round the Grill” promotions (the latter with a largely expanded list of participating CPGs).

Jun

n Literacy/Country Music: PepsiCo in recent years has provided a sweeps benefitting the Dollar General Literacy Foundation while also incorporating a country music element.

n Father’s Day: Online and feature spotlight on grilling needs, apparel and other gift items.

n Summer n Be A Hero: Food drive with General Mills staged for the third consecutive year in 2013.

Juln Summer/4th of July n Back to School: Storewide sales under generic themes include deals on lunch needs, dorm-room supplies and most other

packaged goods. A promotion recruiting Clorox, K-C and Unilever headlined 2013 activity.

aug n Back to School

sEP n Back to School

oct

n Breast Cancer Awareness: The retailer gets brand support and activates its NASCAR sponsorship in support of Susan G. Komen for the Cure.

n Halloween: Standard activity was bolstered in 2012 with seasonal content from Nestlé.

n Holiday: An annual toy catalog kicks off seasonal efforts.

novn Thanksgiving/Holiday: Recipes and other content serve as centerpiece for packaged goods marketing; toys were de-emphasized

in 2012 but still received P-O-P support.

dEc n Holiday

Jann New Year: An annual push for home furnishings and accessories, largely from private labels, did

not carry the unifying “Home Makeover” theme in 2013.n Super Bowl: Expanding program uses a generic theme to market snacks and beverages;

moving away from second-tier to major manufacturers.

FEbn Valentine’s Day: Circular, display and digital activity for typical holiday gifts and other needs. n Black History Month: 2013 activity included sponsorship of a regional scholarship competition.

Also typically includes a themed sweepstakes or contest staged with a single manufacturer.

mar n Easter: Circulars focus on confectionery and other inexpensive basket-fillers.

aPr n We Love Pets: A partnership with Nestlé-Purina that centered on a sweepstakes in 2011 and 2012 continued with price promotion and product spotlights.

mayn Mother’s Day: Themed activity in 2012 and 2013 driven largely by overlays to P&G’s “Thank You,

Mom” marketing platform and related promotions spotlighting typical gifts and private-label apparel.

n Memorial Day/Summer: A road-trip themed sweeps from Quaker State kicked off the seasonal activity. Themed promotions for a wide variety of products continue throughout the summer.

Junn Summer/Grilling n Father’s Day: Men’s personal care products and apparel get the primary focus in circular

features and online ads.

Jul

n Summer/4th of July n Back to School: A value-focused program that steers clear of college needs by showcasing basic supplies, apparel and some grocery products. In 2013, activity was headlined by a contest from Coca-Cola’s Sprite leveraging the brand’s marketing deal with NBA star LeBron James.

augn Back to School

sEPn Back to School n Football/Tailgating: Outdoor grilling needs remain the focus under a “Game Time Savings” theme; in 2013 included

a sweeps with PepsiCo.

octn Halloween: Circular and display activity for standard holiday categories with no strong over-

riding theme.n Holiday: Account-specific promotions provided by several manufacturers led the

charge in 2012, supported with a bulk-purchase discount on toys.

nov

n Thanksgiving/Holiday: Various themed efforts have included a recipe/coupon booklet from several top manufacturers in 2011 and a “Thanksgiving Day Sale” offering discounts on seasonal items, appliances and household goods in 2012.

n Veterans Day: Military personnel receive 10% discounts on all transactions through the holiday weekend.

dEcn Holiday: Support for the relaunch of exclusive Kenya dolls bolstered late-season activity in 2012.

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