ShopRite, Hy-Vee, Giant Food Stores and Festival Foods recently received recognition from the Food Marketing Institute for their promotion of National Family Meals Month.
Each retailer received a Gold Plate Award for its work in 2018, and Martin’s Super Markets, Tops Markets, Coborn’s and Albertsons won honorable mentions.
The Produce for Better Health Foundation received an award in the category of community collaborator.
In a post about the awards, FMI detailed some of the ways the winning retailers promoted National Family Meals Month.
Festival Foods wanted to focus on engaging kids with its family meals campaign, so it created a series on YouTube. Festival Foods then promoted the series with Facebook Live, Instagram, blogs, email blasts, radio ads, in-store dietitian activities, promotions on recipe ingredients and more.
Giant Food Stores released a TV ad that focused on family meals and also used billboard ads, social media, in-home mailers, cooking classes, store tours and in-store displays. Dietitians for the retailer also did events around the community, from schools to senior centers to the YMCA to workplaces.
Hy-Vee had its 160 in-store dietitians lead Kids in the Kitchen family cooking classes and highlighted meal kits each week as “Family Meal Deals.” Hy-Vee also let kids eat free at its Hy-Vee Market Grille restaurants for the month of the promotion. Emails, social media and other tools were also used to promote the campaign.
ShopRite dietitians put together a family meals-themed cookbook for the campaign. The retailer also built awareness through a social media contest and extensive in-store signage, including floor clings, aisle blades, shelf wobblers and messages on in-aisle video screens. Food demos, social media and dietitian presentations were also part of the promotion.
Check out all the details of the campaigns here.