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What You Need to Know AboutSuper Bowl Retail Promotions
• Copyright restraints keep retailers from promoting the Super Bowl BY NAME. Most make general references to “the big game”.
• Drug Chains are moving away from a big Super Bowl push CVS did not even mention it on their front cover.
• Mass Retailers are running multiple pages of electronics (especially TVs) and food.
• Other brands decide to go all in on FSI coupons. Newman’s Own, Velveeta run their most of their coupons during Super Bowl week.
• Super Bowl TV ads have become better coordinated with retail promotions. Top Super Bowl Commercial Brands are matching the spending with additional circular advertising.
• Retailers downplay their private brands for the Super Bowl. Super Bowl week traditionally ranks dead last in private brand ad support.
Super Bowl Tie-Ins Vary Across Supermarkets
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Kroger – 1/27/2014Super Bowl Tie-In on Front Cover “Party
must-haves”Page 4 features “Game
Day Greats”
Safeway – 1/29/2014Visual Front Cover Super Bowl Tie-In
“The Joy of Football”
Publix – 1/30/2014Super Bowl Theme on
front page including party themed
pages 8 & 9. (10 pages contain football
game themed page topping banners)
Super Bowl Sales Events in the Mass Channel
4
Walmart– 1/26/2014Super Bowl Theme on 6 of 20
circular pages.3 pages featuring TVs/Video,
3 pages featuring cell phones & tablets.
Super Bowl Sales Events in the Mass Channel
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Walmart– 1/26/2014Super Bowl Theme Wrap Pages
“Game Time” food item focused.“Game Time” Appliances on 50%
of page 3.
Page 4 devoted a quarter page to a Valentine’s Day item section!
Super Bowl Sales Events in the Mass Channel
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Target– 1/26/2014Unlike Walmart, front cover
includes snack and beverage items.
Pages 2 & 3 feature TVs and electronics, similar to
Walmart.
Super Bowl Sales Events in the Mass Channel
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Target– 1/26/2014In contrast to Walmart, Target chose to
feature event food item on only 2 middle circular pages.
Like Walmart, Target gave Valentine’s Day
items a quarter page this week.
Super Bowl Sales Events in Other Retail Channels
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Walgreens – 1/26/201475% front cover is tied to Super Bowl. Pages
3 & 4 feature party food items.
CVS – 1/26/2014Only page 3 of CVS circular is tied to the Super Bowl.
No CVS 2014 circular front cover Super
Bowl connection!
Super Bowl Sales Events in Other Retail Channels
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Dollar General – 1/26/2014No front circular cover Super Bowl
connection.Page 4 has only mention of Super Bowl
theme.
Family Dollar – 1/26/2014Front page “Savings For The Game” promotion
Some Retailers Diverged from Last Year’s Circular
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Safeway 2-3-2013 Safeway 2-2-2014
Similar items featured 2014 week-to-week and as in
previous 2013 year but without the heavy focus on “The Joy of
Football”
Safeway 1-29-2014
CVS Does Not Feature Super Bowl Theme in 2014
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CVS 1-27-2013 CVS 1-26-2014
No Front Cover Super Bowl Tie-In for 2014!
Walgreens Features Super Bowl Theme in 2014
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Walgreens 1-27-2013 Walgreens 1-26-2014
A bit more overt Super Bowl
connection in 2014!
Copyright Fears Keep Retailers from Promoting the Super Bowl by Name
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Retail Banner Super Bowl EventCVS Big Game
Dillons Game Day
Giant Eagle Big Game
Hannaford Football Frenzy
KmartBiggest Game/Football
Frenzy
Kroger Game Day
Lucky Supermarkets
Big Game
Meijer Big Game
Publix Supermarkets
Game Day
Safeway Stores The Joy of Football
Shop 'n Save The Big Game
Stop & Shop Game On
Target Stores Game Day
Walgreens Game Day
Walmart Game Time
Major Food Brands SpikingAds for the Super Bowl
Annie Chun's
Red Hot
Lit'l Smokies
Wholly Guacamole
La Choy
Voskos
REV
Ro*Tel
Garden Fresh Gourmet
SuperPretzel
1,124
980
930
614
613
565
549
546
538
515
Recipe Secrets
Pace
Naked Juice
Farm Rich
Curly's
Back To Nature
Twix
Black Box
Sweet Baby Ray's
Claussen
484
459
445
436
428
428
415
407
393
390
Ad Count Index – Super Bowl Week Ending 2/1/14 Vs. 52-Week Average
Limited to Brands with over 100 true ad block count over the 52 week period.
Annie Chun’s has 11x as many ads for Super Bowl week compared to an average week.
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Top Food Sub-CategoriesPromoted for the Super Bowl
Ad Count Index – Super Bowl Week Ending 2/1/14 Vs. 52-Week Average
Platters/Trays 359 Limes 219
Dips & Spreads 287 Mustard 218
Barbeque/Steak & Other Sauces 286 Grapefruit 214
Salsa&Chip Dips 282 Snack Nuts & Seeds 212
Ketchup 269 Avocado 205
Refrigerated Dips 262 Sandwich & Hot Dog Buns 197
Poultry/Wings 262 Cream Cheese 196
Pizza Sauces 258 Salty Snack Mix 195
Hard Cider 249 Nutritional Snacks 194
Radishes 227 Malt Liquor 190
Limited to sub categories with over 100 true ad block count over the 52 week period.
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Platter Wars – How Supermarkets Differentiate
Super Bowl party platters allow supermarkets to feature their deli & produce departments to create a differential advantage vs. mass and drug competitors selling food.
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Betting it All on Super Bowl FSIs
For smaller brands, a successful FSI can make or break their year. Free standing inserts (FSIs) allow a brand to stand out and differentiate with unique attributes, recipes and coupons.
32% of Newman’s Own annual FSI’s occurred the week of the Super Bowl
Source: ECRM’s Marketgate
24% of Axe’s annual FSI’s occurred the week of the Super
Bowl
Ragu, Dannon Oikos, and Speed Stick, each see significant portions of
their annual ads during the super bowl week.
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2/9/
2013
3/2/
2013
3/23
/201
3
4/13
/201
3
5/4/
2013
5/25
/201
3
6/15
/201
3
7/6/
2013
7/27
/201
3
8/17
/201
3
9/7/
2013
9/28
/201
3
10/1
9/20
13
11/9
/201
3
11/3
0/20
13
12/2
1/20
13
1/11
/201
4
2/1/
2014
0
50
100
150
200Newman's Own
Coordinating FSIs with Retail Ad Support
Weekly Circular Ad Counts
0
50
100
150
200
250Chart Title Strong Ad Support
with Velveeta Super Bowl FSIBack-to-School FSI
Also Aligned with Ad Support
One FSI Per Year on 1/22/12Unrelated to Retail Ad
Support
Source: ECRM’s Marketgate18
CheeriosIncreased promotional support in the week
prior to event by 28.5%
Budweiser ‘Puppy Love’
Budweiser feature ads increased 39.3% week
prior to Super Bowl.
2014 Super Bowl TV Ads & Coordination with Retail Promotions
Dannon Oikos Greek Yogurt
Promotional share increased for week prior to event; +4.6%
Coca-Cola ‘America the Beautiful’
Flat (+0.04%) change in promotional share week prior to
event & lower feature ad support for the same week vs. same week
prior year (-12.6%)
Heinz KetchupIncreased promotional
share 22.5% week before Super Bowl event
Doritos ‘Cowboy Kid’Increase in promotional share
the week prior to event; +3.9%
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Retailers Pull Back on Private Brand Ads for the Super Bowl
Private brand ad support is tied to demand for ad space. High demand for Pre-Super Bowl circular ads creates less room for store brands.
19.4%
15.8%18.5%
15.3% 15.7%
11.6%
15.9%13.3%
15.5%12.8%
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Promoted Pricing Types Across Key Retailers
Key retailers use similar promotion types for Super Bowl week compared to previous
52 weeks.
Albertsons
IM Kroger CIN Meijer Safeway Stores Target Stores
CurrentWk
EndingCurrent
Wk Ending
CurrentWk
EndingCurrent
Wk Ending
CurrentWk
Ending
Promo Type52-
Weeks2/1/2014
52-Weeks
2/1/201452-
Weeks2/1/2014
52-Weeks
2/1/201452-
Weeks2/1/2014
Price Point 64% 66% 57% 42% 63% 58% 66% 66% 83% 80%
X-For 26% 26% 26% 20% 19% 21% 19% 24% 6% 7%
BOGO 3% 4% 1% 2% 5% 7% 4% 4% 2% 1%Free w/Purchase
0% 0% 0% 1% 0% 0% 0% 0% 0% 0%
Incentive 0% 1% 1% 0% 1% 7% 1% 1% 2% 3%
Recipe 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Save $X 2% 2% 11% 31% 6% 2% 6% 3% 1% 1%
Save X% 2% 1% 2% 4% 5% 5% 1% 0% 6% 8%
W/Purchase 3% 0% 2% 0% 0% 0% 3% 1% 0% 0%
Lowest U.S. Prices on Super BowlSnack & Beverages
Retailer Ad Price Product Size
SnacksLongs Drug (Hawaii) $0.69 Just the Basics Cheese Twists 5 oz.Sentry Foods $0.79 Essential Everyday Crackers 9 oz.Navarro Discount Pharmacies $0.79 Conchita Guave Bites 4.9 oz.Bi-Mart $0.88 Act II Popcorn 3 ct./pk.H.E.B. $0.88 H.E.B. Potato Chips 4 oz.Walgreens $0.99 Keebler Cookies 5.25 oz.Walgreens $0.99 Nabisco Cookies 3.47-7 oz.Harvey's Supermarkets $0.89 Turkey Creek Pork Skins 3 oz.Northgate Market $0.99 Corn Nuts Snacks 4 oz.Lowes Big 8 $1.29 Calidad Tortilla Chips 12 oz.
BeverageTerry's Super Markets $0.47 Parade Soft Drink Products 2 ltr.Albertsons SOW $0.58 Powerade 32 oz.Giant Food Landover $0.59 Giant Mixers 1 ltr.Hornbachers Foods $0.68 Super Chill Sparkling Water 17 oz.Lowes Foods $0.69 Coca-Cola Products 2 ltr.Safeway Stores $0.69 Glaceau Vitamin Water 20 oz.Weis Markets $0.77 Pepsi Products 2 ltr.Food Basics $0.78 Yoo-hoo Chocolate Drink 6.5 oz. 3 ct./pk.Acme Markets (NAI) $0.79 Schweppes Mixers 33.8 oz.Save Mart $0.79 A&W Products 2 ltr.
Source: ECRM’s Marketgate22
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Lowest U.S. Prices on Super BowlDipping & Disposables
Retailer Ad Price Product Size
Condiments/Salsa/Dips/IngredientsBreaux Mart Supermarkets $0.39 Shurfine Hot Dog Sauce 10.5 oz.La Fiesta $0.49 Kraft Barbecue Sauce 17.5-18 oz.Lowe's Market $0.69 Shur Fine Mustard 12 oz.Hy-Vee Food Stores $0.69 Sweet Baby Ray's Barbecue Sauce 18 oz.Sellers Bros. $0.69 Kraft Barbecue Sauce 17.5-18 oz.Foodtown $0.79 Foodtown Sauerkraut 14 oz.Foodarama Market $0.79 Vlasic Relish 10 oz.Select Markets $0.89 Western Family Olives 3.8 oz.
Hy-Vee Food Stores $0.98 Kraft Barbecue Sauce 16.25-18 oz.Cardenas Markets $0.99 Hunt's Barbecue Sauce 18 oz.
Platters & Trays
Mars Super Markets $1.89Mars Store Prepared Deviled Egg Platter/Tray 6 ct./pk.
Market Street United $1.99 In-Store Bakery Kaiser Roll Platter/Tray 6 ct./pk.El Super $2.97 Fruit Platter/Tray-Store Prepared 1 lb.
Disposable Cups, Plates, NapkinsFood Town (TX) $0.55 Good Time Disposable Tableware 22 ct./pk.Price Chopper (Golub) $0.58 Clear Value Disposable Tableware 40 ct./pk.Discount Drug Mart $0.79 Ideal Disposable Cutlery 24 ct./pk.
Methodology & Details
Report Methodology
• Retail ad support measured by number of ad blocks in retailer print circulars.
• “Pre-Super Bowl” week includes week ending 2/1/201
More About ECRM’s MarketGate Ad Comparisons
Web Site: www.AdCompare.MarketGate.com
Studies on Seasonal & Category Promotions: www.PromotionalReflections.com
Contacts:Scott Whalley 847-482-1793 [email protected]
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