How US grocery retailers are optimising the Super Bowl

Date : 02 February 2018

In the run-up to the Super Bowl, we review the promotional campaigns of grocery retailers across various channels in the US.

The trading opportunity

For many grocery retailers in the US, Sunday is the busiest trading day of the week during the regular season. Building on this, the Super Bowl is a major sales event, with most focusing on the snacking and party-food opportunity. This extends across both fresh, dry grocery and frozen categories, with deli platters, chicken wings and pizzas featured within most retailers.

Plans aligned with strategy

While there is a significant amount of consistency across the various retailers’ plans, there is also close alignment with the broader strategy of each operator. Within the major retailers, Walmart, Kroger and Albertsons, the focus is on optimising their broader capabilities, tapping into their strengths in other areas of their operations. Retailers such as Earth Fare and Lucky’s Market, which operate with a fresh-led strategy, maintain this approach within their Super Bowl plans. For the hard discount operators, it’s all about price.

The local factor

With the Super Bowl being held in Minneapolis this year, it provides an opportunity for locally-based operators to increase their level of participation. Target is involved in several initiatives, including designing the volunteer uniforms, producing a limited-edition clothing range and setting up the ‘Bullseye Lodge’, a Minnesota-inspired space for activities and snacks.

The major retailers

Source: Walmart, Kroger, Albertsons

The fresh specialists

Source: Earth Fare, Lucky’s Market, Fresh Thyme Farmers Market

The hard discounters

Source: Aldi, Lidl, Save-A-Lot

The locally based

Source: Target, Cub Foods, Lunds & Byerlys

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Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on the US market. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD