Hannaford Online Game Reasserts Private Label Savings

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May 9, 2011

Hannaford Supermarkets launched an online game on its home page to communicate to shoppers how much money they can save purchasing its private label lines.

On the grocer’s home page it grabs customer attention with the headline “Why pay more? Why settle for less?” and offers them a $1 coupon for any Hannaford store brand product if they play a price-check quiz. “We’d like you to switch, but how much do you really save?” the grocer challenged.

Shoppers are asked to compare a national brand to the company’s private label equivalent product asking them to estimate if they think they will save 5 percent, 15 percent or 35 percent by switching to the private label brand.

The shopper comparisons are for Cape Cod potato chips versus Hannaford’s private label equivalent brand --which turn out to be 15 percent cheaper -- and Kraft’s Cracker Barrel versus the grocer’s own brand of cheese, which is 35 percent cheaper. After completing the short quiz, the coupon can be downloaded.

Shoppers can also click on other informative web site sections that tell them more about Hannaford’s store brands, including a section that spells out the company’s Double Money Back Guarantee: “We stand behind our Hannaford brand products, and we'll double your money back if you're not satisfied.” Another page highlights all of the company’s brands across multiple categories.

SBD Views: Kudos to the Delhaize America team for this innovative and aggressive store brands  consumer marketing effort. -- John Failla for Store Brands Decisions

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• Loblaw Runs Switch-and-Save Promotion

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