Hannaford Engages Moms in Social Media Conversations, Introduces Home 360

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November 2, 2010

Hannaford Supermarkets is reaching out to moms for feedback about their private label brands and is using social media tools Facebook and Twitter to spread the word to other moms and prospective customers.

“We brought real, busy moms together to talk about what their grocery shopping experiences are really like,” Hannaford wrote on its web site. “We compensated them for their time. We think you’ll find what they had to say interesting, and we’d like you to join the conversation too.”

Called “Hannaford Conversations,” the program most recently asked moms “How do Hannaford Brand products help you stick to your budget?” Some moms said they no longer use coupons because they know Hannaford private label products save them the most money, while another mom said she trusts the quality and freshness of their private label.

Other video clips and conversations focus on not needing to shop around because they trust Hannaford’s brand and price promise, the company’s Guiding Stars health and wellness programs and their favorite things about Hannaford’s meat department. Other customers are invited to participate in the conversations via multiple site links on the web site.

In other news, Hannaford replaced its household private label line with Home 360. As a Delhaize company, Hannaford is now featuring the parent company’s Home 360 line, which is also sold in other Delhaize U.S. chains such as Food Lion, Sweetbay and Harveys.

Home 360 includes products such as pet food, household paper supplies, laundry detergent and related products, storage and other non-food items. “Although the label no longer carries the Hannaford name, our products still maintain our high standard of quality and, in the majority of cases, remain completely unchanged,” Hannaford wrote on its Facebook page, noting that the change was made to simplify the line and make it more consistent.

As a special for the Home 360 launch, Hannaford is offering shoppers a $1 coupon for every four Hannaford or Home 360 brands purchased.

SBD Views: Hannaford is both engaging in social media and testing a number of social media platforms. This initiative places them on the right track to begin developing effective social media programs specifically for their store brands. Social media has the potential to be “the great equalizer” in the consumer marketing battle between store brands and national brands. Our upcoming research report “Store Brands & Social Media” features exclusive retailer research indicating that 2011 will be a breakout year for social media usage by store brands. If you would like to receive notice when our research report “Store Brands & Social Media” is available, email me at jfailla@storebrandsdecisions.com.

Read These Related Articles:

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• Store Brands Social Media Marketing Expected to Soar
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• Wegmans Drives Blog Engagement With Contest

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