Competitive Review

CSR, Meal Solutions, Loyalty, and Private Brands

COMPANY CONFIDENTIAL
Agenda

CSR
Unique CSR initiatives, partnerships with the vendor
community, and recommendations

Meal Solutions
Unique meal solutions marketing,
trends, and recommendations

Loyalty
Unique loyalty programs, gas program overview,
recommendations

Private Brands
(Re)launch case studies, innovative marketing
strategies, and recommendations COMPANY
CONFIDENTIAL 2
Competitors Reviewed
Largest Competitors Emerging Competitors Best-in-class

• ShopRite • Aldi • Kroger

• Walmart • Whole Foods • Publix
• Weis • Sprouts • HEB
• ACME • Meijer
• Wegman’s • Loblaw’s
• Target
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CSR
Unique initiatives, partnerships, and
recommendations

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Meijer Back to College

▪ “Meijer Mania” shopping parties with

DJ, snacks, and interactive contests to
win last-minute dorm essentials

▪ Hosts 22 events at 20 colleges

throughout the Midwest

▪ Introduction for those not from the area

▪ Sponsor of tailgating events at five

Midwest universities

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ShopRite – Partners in Caring
Cheerios Contest

▪ 1-month contest in partnership with

General Mills

▪ ShopRite associates compete, the

store that raises the most funds is
featured on a limited-edition
Cheerios box sold only at ShopRite
▪ Sales of select products and
fundraising events like 5k’s and
hot dog stands are donated

▪ Raised $1.4 million in one month

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Whole Foods Nonprofits

▪ Whole Planet Foundation Learnings

▪ Microcredit loans for the world’s poorest entrepreneurs ▪ Giving connected
▪ More than $32 million given to pillars in
thoughtful ways
▪ Whole Kids Foundation
▪ Helping kids eat better ▪ Unique initiatives
▪ Salad bar programs ($500,000 investment for 153 salad bars in 2020), for common CSR
educational beehives ($2,500 grant) , school garden programs goals (kids,
nutrition,
▪ Whole Cities Foundation community,
environment)
▪ Improve communities through broader access to nutritional foods
▪ 191 nonprofit partnerships with over $2.1 million donated

▪ Whole Foods covers operating costs & contributes millions annually

▪ 5% days- 5% of profits go to nonprofits
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Weis Children’s Field Trip Program

“Mystery Tours” 1,900 in-store nutrition education

tours, solve the Case of the Missing Energy, and
learn to make sensible food choices

Behind-the-scenes look at various departments,

a Kids Can Cook class, themed tours, and shop
with the dietitian

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Target United Cup Youth Soccer Program

▪ Partnership with U.S. Soccer Foundation to sponsor one of the largest

youth soccer tournaments in the U.S.

▪ Target United Cup Village

▪ games like the giant “soccer-pool” table
▪ FIFA World Cup Brazil video game
▪ product samples including healthy snacks, sunscreen and fabric stain remover

▪ Bullseye the dog mascot

▪ Olympic soccer gold medalist appearances

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Walmart Fight Hunger.
Spark Change.

▪ Partnerships with almost all major

vendors

▪ Digital engagement- donations for using

hashtag or sharing campaign posts
▪ every action Walmart donated $.90
cents, with a goal of $1.5 million
▪ Use of #FightHunger or custom emoji on
Twitter, sharing/liking campaign posts,
using campaign Snapchat filters

▪ Raised more than $74 million for Feeding

America

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Meal Solutions
Meal solutions marketing, trends, and
recommendations

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HEB

▪ Combo Loco
▪ Pair one purchase with multiple free
items
▪ AR tool helps shoppers locate Combo
Loco items

▪ In the kitchen with HEB

▪ Video series and recipes
▪ Save recipes to create an online recipe
box in your account

▪ Meal Deal
▪ Weekly Ad
▪ Buy X items, get 3 items free
▪ ”Save more than $6 in free items”

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Kroger

▪ Home Chef
▪ Meal kit brand owned by Kroger

▪ Tasty Tonight Recipes

▪ Partnership with Tasty for YouTube
video series

▪ What’s for Dinner?

▪ Weekly ad block and website landing
page

▪ Meal planning page

▪ Themed recipes for weekdays

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Target

▪ A Bullseye View
▪ Corporate website with lifestyle blog
▪ Promotes new private brands/meal
solutions ideas

▪ Dinner ideas page

▪ Add to cart and have delivered
same-day

▪ On-trend pages
▪ Charcuterie board

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Loyalty
Unique loyalty programs, gas program
overview, and recommendations

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Starbucks Rewards

▪ Gamification of the rewards card with the app

▪ Earn bonus stars every day and use them to pay for
purchases
▪ Levels of stars get you different rewards (25= free
customization, 50=free coffee, 400= merchandise)

▪ Check every day to find a random free

refill/challenge/other unexpected perks

▪ Birthday rewards, double-star days, uber

personalized experience

▪ Starbucks summer game

▪ purchase gets you a play, a play gives you chances to
win a sweepstakes prize
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Albertson’s Monopoly

▪ Shop and earn game tickets for participating products

▪ Earn prizes within the app and rewards along the way

▪ Buy promoted items for extra tickets

▪ Enter daily for small giveaways

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Loblaw’s PC Insiders Program

▪ $9.99/month or $99/year
▪ Free Click & Collect service and free
shipping on apparel items
▪ Receive 20% back in rewards
points when customers buy store
brand
▪ ”The more they use the
subscription, the more customers
will save and earn.”

▪ Rewarding customers for seeing ads

▪ Don’t have to click on them, analysis
based on ads served and buying habits

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Private Brands
(Re)launch case studies, marketing
strategies, and recommendations

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Kroger Private Label Recycling

• Free recycling for Simple Truth products

through partnership with TerraCycle
• Earn points for every pound of packaging
sent to Kroger
• Points can be donated to charity
• Part of Zero Hunger | Zero Waste social
impact plan

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Weis Weekly Treasure Hunt

▪ $10,000/week sweepstakes giveaway to enhance

shopper awareness of private brands
▪ Choose a weekly winner from a pool of club card members
▪ Automatically entered with purchase of a private-label
branded item using club card
▪ Run for 7 weeks in 163 stores

▪ Team makes home visits

▪ Winners get $500 for showing club card
▪ Additional $100 for each Weis brand product found in their
home
▪ Winners chosen until $10,000 is given out each week

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Publix Aprons

▪ Line of services to promote private brand

items and increase time spent with Publix
▪ In-store Aprons simple meal stations
▪ in-store cooking demos
▪ display next to the demo where you can buy
the ingredients.
▪ Recipe cards
▪ Samples with announcement over PA system
when food is done
▪ Aprons simple meals cookbooks
▪ Aprons cooking school
▪ “wine and dine” in expert cooking classes or
with local restaurateurs

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ShopRite Paperbird and Bowl & Basket

▪ Rebrand from ShopRite and ShopRite trading co. in 2019, overhaul on look and message
▪ TV spot and digital spot, OOH and radio spots

Bowl & Basket: tiered label with core and Paperbird: household items that “look as
specialty labels across food categories. good as they clean” and help people
“For Life’s Recipe”, focus on quality and “clean in peace” and “bring whimsy to a
freshness somewhat dull category”
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Target Good & Gather

▪ High-quality food items, phasing out

Simply Balanced and Market Pantry

▪ Focus on price and quality with

taste-testing

▪ Branding has an exclusive feel of

“cheap-chic”

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Walmart MoDRN

▪ Reorganization of Walmart.com “Home”

▪ Inspirational, on-trend – late to trend following
Target’s Project 62
▪ Site visits to “Home” section increased 35%
over 1 year
▪ Majority of customers spent more time on the
site

▪ An exclusive online brand for the modern

home
▪ 650 items across every room in the house
▪ Prices range from $20 barware to $899 sofas

▪ Create a specialty shopping experience, focus

on growing high-quality, on-trend assortment

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Thank you!