AugustineIdeas Retail Program In Safeway Takes Top Honors

ROSEVILLE, Calif. – Since its launch in September 2010, Lunchbox Winners has been a huge success in more than 1,500 Safeway stores across the country. The program was awarded the Marketing Excellence Award by Produce Business. AugustineIdeas, an integrated marketing communications company in Roseville, Calif., developed Lunchbox Winners for Safeway in response to Michelle Obama’s “Let’s Move” initiative. The goal of Lunchbox Winners was to promote easy, better-for-you choices for parents when packing school lunches for children.

Lunchbox Winners ran throughout the 2010-2011 school year and was designed as a shopper marketing program to give parents easy solutions for their kids’ school lunches. The campaign featured a different medal-winning Olympic athlete each month and utilized eye-catching point-of-purchase displays and a takeaway brochure that gave recipe suggestions and tips to stay active. The program also included a Facebook page and an interactive website, targeted at parents, which offered additional lunch recipes, useful links and a popular “Ask an Athlete a Question” section.

“We are excited to be recognized for the Lunchbox Winners campaign,” said Margaret Lombard, vice president of shopper marketing at AugustineIdeas. “Lunchbox Winners helped our team bring creative thinking into Safeway stores across the nation and created a program that boosted product sales, increased traffic to the produce department and was loved by consumers.”

In addition to its in-store and online efforts, AugustineIdeas also implemented a public relations campaign to promote the program. The public relations effort focused on grocery and produce industry media outlets as well as local media outlets when featured Olympic athletes visited a Safeway store. The public relations campaign and events brought hundreds of shoppers and their children into the stores to get autographs and learn about making better food choices.

Lunchbox Winners was also recognized in April 2011 by the Produce for Better Health Foundation with the Role Model Award for its support of childhood nutrition and its partnership with the “Fruits & Veggies – More Matters” campaign.

About AugustineIdeas:

AugustineIdeas is a nontraditional, global agency with 15 years of experience providing branding, digital strategy, creative services, social media marketing, public relations, graphic design, shopper marketing and retail activation to clients in a diverse range of industries. AugustineIdeas has more than 50 employees. For more information, visit http://www.augustineideas.com/, like us on Facebook at http://www.facebook.com/AugustineIdeas or follow us on Twitter at @AugustineIdeas.

Source: AugustineIdeas