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FSI Report: May 4, 2008

By Laura Carlson

This week's co-op FSIs feature a variety of savings geared towards Mother's Day, weight loss and summer products.

Among the Mother's Day-themed savings:

  • Pinnacle Foods' Aunt Jemima and PepsiCo's Tropicana join forces to suggest a breakfast in bed for moms.
     
  • Dole Food Co. and Eggland's Best Eggs have the same idea in an FSI that directs consumers to Dole's website for breakfast ideas.
     
  • Time Inc.'s Real Simple magazine offers a free e-card for the holiday and $1 off an issue.
     
  • Kodak offers a $30 rebate on the purchase of an Easyshare digital photo frame from May 4-11. The frame is available at Best Buy, Circuit City, OfficeMax, Wal-Mart, Kodak's own online store and Amazon.com. In some markets, Kodak instead offered $3 off purchase of an instant Kodak Photo Book, which is available through kiosks at CVS and Wal-Mart.
In other FSI activity:
  • Schering-Plough's Claritin enlists NASCAR driver Carl Edwards for an instant-win game that sends consumers into stores to match lap times listed in the FSI with those found on displays. (See Related Articles.)
     
  • Campbell Soup Co. hosts its annual "Stamp Out Hunger" campaign in conjunction with the National Association of Letter Carriers. Postal workers will be collecting food on May 10th. Campbell this year will donate one million cans of soup to the cause. Other sponsors include America's Second Harvest and the United States Postal Service. The effort received circular support from such retailers as ShopRite and Supervalu's Albertsons.
     
  • J. M. Smucker Co. runs a two-page spread promoting "Simple Steps to a Better You!" with celebrity fitness guru Denise Austin. The company offers a free stability ball with two qualifying proofs of purchase and $5 for shipping and handling.
     
  • Meanwhile, Smucker's Toppings dangles a $4 DVD Cash certificate (from TPG Rewards) for movie rentals or purchases with purchase of two SKUs. The offer runs through Oct. 31. Participating retailers consumer electronics chains, bookstores and supermarkets.
     
  • Ocean Spray introduces its new "Cranergy" energy drink with a $1 coupon.
     
  • Unilever's Slim-Fast dangles $4 off the combined purchase of two multi-packs and Bob Greene's The Best Life Diet in paperback. The offer runs until July 31.
     
  • Unilever's Sunsilk runs an overlay for Kmart promising $3 instant savings on the purchase of three products via on-shelf coupons (in SmartSource dispensers).
     
  • Unilever's Promise invites consumers to visit www.promisehealthyheart.com to view a healthy menu developed by the "Cooking Cardiologist," Dr. Richard Collins.
     
  • Northland cranberry juice touts its support of the Breast Cancer Research Foundation, for which it has raised $200,000 to date.
     
  • The Mentholatum Co.'s Oxy cleansing pads promotes a "Cash for College" sweeps, which will make $100,000 in total contributions to 529 College Savings Plans. The grand prize is a $25,000 contribution. Entrants must have teenage children and enter between April 1 and Sept. 29.
     
  • Pilgrim's Pride Corp. hosts a "Family Vacation Sweepstakes" dangling one trip, two $500 gas cards, 25 Thermos grills and 50 portable coolers. A coupon for $1 off cooked chicken products doubles as the entry form.
     
  • Reckitt-Benckiser's Lysol repeats an offer for $5 off a pediatrician visit with purchase of two cleaning products. The offer last ran March 16.


Published: May 2008

Source: In-Store Marketing Institute

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