Super Bowl 2014
Retail Promotions
February, 2014
What You Need to Know About
Super 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.
2
Super Bowl Tie-Ins Vary Across Supermarkets
Kroger – 1/27/2014
Super Bowl Tie-In on Front
Cover “Party must-haves”
Page 4 features “Game Day
Greats”
Safeway – 1/29/2014
Visual Front Cover Super
Bowl Tie-In “The Joy of
Football”
Publix – 1/30/2014
Super Bowl Theme on front
page
including party themed pages
8 & 9.
(10 pages contain football
game themed page topping
banners)
3
Super Bowl Sales Events in the Mass Channel
Walmart– 1/26/2014
Super Bowl Theme on 6 of 20 circular
pages.
3 pages featuring TVs/Video,
3 pages featuring cell phones &
tablets.
4
Super Bowl Sales Events in the Mass Channel
Walmart– 1/26/2014
Super 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!
5
Super Bowl Sales Events in the Mass Channel
Target– 1/26/2014
Unlike Walmart, front cover
includes snack and beverage
items.
Pages 2 & 3 feature TVs and
electronics, similar to Walmart.
6
Super Bowl Sales Events in the Mass Channel
Target– 1/26/2014
In 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.
7
Super Bowl Sales Events in Other Retail Channels
No CVS 2014
circular front
cover Super
Bowl
connection!
Walgreens – 1/26/2014
75% front cover is tied to
Super Bowl. Pages 3 & 4
feature party food items.
CVS – 1/26/2014
Only page 3 of CVS
circular is tied to the
Super Bowl.
8
Super Bowl Sales Events in Other Retail Channels
Family Dollar – 1/26/2014
Front page “Savings For The
Game” promotion
Dollar General – 1/26/2014
No front circular cover Super Bowl connection.
Page 4 has only mention of Super Bowl theme.
9
Some Retailers Diverged from Last Year’s Circular
Safeway 2-3-2013
Safeway 2-2-2014
Safeway 1-29-2014
Similar items featured 2014 week-toweek and as in previous 2013 year
but without the heavy focus on “The
Joy of Football”
10
CVS Does Not Feature Super Bowl Theme in 2014
CVS 1-27-2013
CVS 1-26-2014
No Front Cover Super
Bowl Tie-In for 2014!
11
Walgreens Features Super Bowl Theme in 2014
Walgreens 1-27-2013
Walgreens 1-26-2014
A bit more overt Super
Bowl connection in
2014!
12
Copyright Fears Keep Retailers from
Promoting the Super Bowl by Name
Retail Banner
Super Bowl Event
CVS
Big Game
Dillons
Game Day
Giant Eagle
Big Game
Hannaford
Football Frenzy
Kmart
Biggest 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
13
Major Food Brands Spiking
Ads for the Super Bowl
Limited to Brands with over 100
true ad block count over the
52 week period.
Ad Count Index – Super Bowl Week Ending 2/1/14 Vs. 52-Week Average
Annie Chun's
1,124
Recipe Secrets
484
Red Hot
980
Pace
459
Lit'l Smokies
930
Naked Juice
445
Wholly Guacamole
614
La Choy
613
Voskos
Annie Chun’s has
11x as many ads for
Super Bowl week
compared to an
average week.
Farm Rich
436
Curly's
428
565
Back To Nature
428
REV
549
Twix
415
Ro*Tel
546
Black Box
407
Garden Fresh…
538
Sweet Baby…
393
SuperPretzel
515
Claussen
390
14
Limited to sub categories with
over 100 true ad block count
over the 52 week period.
Top Food Sub-Categories
Promoted 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
15
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.
16
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
Ragu, Dannon Oikos, and
Speed Stick, each see
significant portions of their
annual ads during the
super bowl week.
24% of Axe’s annual
FSI’s occurred the week
of the Super Bowl
17
Source: ECRM’s Marketgate
Coordinating FSIs with Retail Ad Support
250
Weekly Circular Ad Counts
Velveeta
200
150
Strong Ad Support with
Velveeta Super Bowl FSI
Back-to-School FSI Also
Aligned with Ad Support
100
50
0
200
150
100
Newman's Own
One FSI Per Year on 1/22/12
Unrelated to Retail Ad Support
50
0
18
Source: ECRM’s Marketgate
2014 Super Bowl TV Ads &
Coordination with Retail Promotions
Budweiser ‘Puppy Love’
Budweiser feature ads
increased 39.3% week prior
to Super Bowl.
Cheerios
Increased promotional
support in the week prior
to event by 28.5%
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%)
Doritos ‘Cowboy Kid’
Increase in promotional share
the week prior to event; +3.9%
Heinz Ketchup
Increased promotional
share 22.5% week before
Super Bowl event
19
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%
20
Promoted Pricing Types Across Key Retailers
Key retailers use similar promotion types for Super
Bowl week compared to previous 52 weeks.
Albertsons IM
Promo Type
Price Point
X-For
BOGO
Free
w/Purchase
Incentive
Recipe
Save $X
Save X%
W/Purchase
Kroger CIN
Meijer
Safeway Stores
Target Stores
Current Wk Ending Current Wk Ending Current Wk Ending Current Wk Ending Current Wk Ending
52-Weeks 2/1/2014 52-Weeks 2/1/2014 52-Weeks 2/1/2014 52-Weeks 2/1/2014 52-Weeks 2/1/2014
64%
66%
57%
42%
63%
58%
66%
66%
83%
80%
26%
26%
26%
20%
19%
21%
19%
24%
6%
7%
3%
4%
1%
2%
5%
7%
4%
4%
2%
1%
0%
0%
0%
1%
0%
0%
0%
0%
0%
0%
0%
0%
2%
2%
3%
1%
0%
2%
1%
0%
1%
0%
11%
2%
2%
0%
0%
31%
4%
0%
1%
0%
6%
5%
0%
7%
0%
2%
5%
0%
1%
0%
6%
1%
3%
1%
0%
3%
0%
1%
2%
0%
1%
6%
0%
3%
0%
1%
8%
0%
21
Lowest U.S. Prices on Super Bowl
Snack & Beverages
Retailer
Ad Price
Product
Size
Snacks
Longs Drug (Hawaii)
Sentry Foods
Navarro Discount Pharmacies
Bi-Mart
H.E.B.
Walgreens
Walgreens
Harvey's Supermarkets
Northgate Market
Lowes Big 8
$0.69
$0.79
$0.79
$0.88
$0.88
$0.99
$0.99
$0.89
$0.99
$1.29
Just the Basics Cheese Twists
Essential Everyday Crackers
Conchita Guave Bites
Act II Popcorn
H.E.B. Potato Chips
Keebler Cookies
Nabisco Cookies
Turkey Creek Pork Skins
Corn Nuts Snacks
Calidad Tortilla Chips
5 oz.
9 oz.
4.9 oz.
3 ct./pk.
4 oz.
5.25 oz.
3.47-7 oz.
3 oz.
4 oz.
12 oz.
$0.47
$0.58
$0.59
$0.68
$0.69
$0.69
$0.77
$0.78
$0.79
$0.79
Parade Soft Drink Products
Powerade
Giant Mixers
Super Chill Sparkling Water
Coca-Cola Products
Glaceau Vitamin Water
Pepsi Products
Yoo-hoo Chocolate Drink
Schweppes Mixers
A&W Products
2 ltr.
32 oz.
1 ltr.
17 oz.
2 ltr.
20 oz.
2 ltr.
6.5 oz. 3 ct./pk.
33.8 oz.
2 ltr.
Beverage
Terry's Super Markets
Albertsons SOW
Giant Food Landover
Hornbachers Foods
Lowes Foods
Safeway Stores
Weis Markets
Food Basics
Acme Markets (NAI)
Save Mart
22
Source: ECRM’s Marketgate
Lowest U.S. Prices on Super Bowl
Dipping & Disposables
Retailer
Ad Price
Product
Size
Condiments/Salsa/Dips/Ingredients
Breaux Mart Supermarkets
La Fiesta
Lowe's Market
Hy-Vee Food Stores
Sellers Bros.
Foodtown
Foodarama Market
Select Markets
$0.39
$0.49
$0.69
$0.69
$0.69
$0.79
$0.79
$0.89
Shurfine Hot Dog Sauce
Kraft Barbecue Sauce
Shur Fine Mustard
Sweet Baby Ray's Barbecue Sauce
Kraft Barbecue Sauce
Foodtown Sauerkraut
Vlasic Relish
Western Family Olives
10.5 oz.
17.5-18 oz.
12 oz.
18 oz.
17.5-18 oz.
14 oz.
10 oz.
3.8 oz.
Hy-Vee Food Stores
Cardenas Markets
$0.98
$0.99
Kraft Barbecue Sauce
Hunt's Barbecue Sauce
16.25-18 oz.
18 oz.
$1.89
$1.99
$2.97
Mars Store Prepared Deviled Egg Platter/Tray
In-Store Bakery Kaiser Roll Platter/Tray
Fruit Platter/Tray-Store Prepared
6 ct./pk.
6 ct./pk.
1 lb.
Good Time Disposable Tableware
Clear Value Disposable Tableware
Ideal Disposable Cutlery
22 ct./pk.
40 ct./pk.
24 ct./pk.
Platters & Trays
Mars Super Markets
Market Street United
El Super
Disposable Cups, Plates, Napkins
Food Town (TX)
Price Chopper (Golub)
Discount Drug Mart
$0.55
$0.58
$0.79
23
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
scott@ecrm.marketgate.com
24