Private Label Buyer
Following the Buzz

Private Brands Contest Roundup

December 2, 2013

Last December, I took a look at some of the contests retailers were running. With this issue arriving on the heels of PLMA’s 2013 Private Label Trade Show, it seems like a good idea to take another look, while the buzz and excitement for promoting private label products is still in high gear.

In the ever-growing private label coffee K-cups category, which you probably heard a lot about at the PLMA show, ALDI recently awarded one lucky Facebook fan a year’s supply of its store brand Beaumont Coffee Cups. Until November 15th, shoppers just had to “like” the company’s Facebook page and enter some basic information—an example of a simple social media contest. ALDI didn’t miss the opportunity to gain extra exposure, offering an extra entry if a shopper shared the contest on Facebook, Twitter or Pinterest and it led to another shopper entering. Good exposure for a prize worth $208.44.

Not forgetting Pinterest, ALDI also ran its weekly “ALDI Holiday Cookie Contest,” where users could “pin” original holiday cookie recipes incorporating ALDI store brands for the chance win a $20 ALDI gift certificate each week, or the grand-prize of a $100 ALDI gift certificate.

In October, Whole Foods Market celebrated the opening of its 365th store, in Port Chester, N.Y., by giving away thousands of products from its 365 Everyday Value store brand to the first 100 customers who made a purchase of $10—not just at the Port Chester store, but at all of its stores. Shoppers could also share a photo of their favorite 365 Everyday Value product on Twitter or Instagram for a chance to win a $365 gift card to the retailer.

H-E-B ran its “H-E-B Bravo Plus Tweet-to-Win Sweepstakes” in October, asking shoppers to share their laundry tips for a chance to win a year’s supply of Bravo Plus and a laundry room makeover (awarded in the form of a $3,000 Visa gift card) or a year’s supply of Bravo Plus and a $500 H-E-B Gift Card.

Drug store retailer Duane Reade ran the “Boo-tiful Legs” Halloween contest, asking shoppers to upload photos of themselves wearing Duane Reade brand hosiery with their Halloween costume, via a Duane Reade Facebook page FanGate, for the chance to win Apple iPad minis or iPhone 5s, in addition to the grand prize of a New York City spa experience and hotel stay.

Whether the prize is big or small, contests get the word out about your store brand and generate discussion about it. Store brands can’t be left behind in the social media world. In the coming year, think about what brands and products your company should be promoting and how you can use Pinterest, Twitter, Facebook and other online platforms. It’s never been easier to spread the word about your store brands, yet too few retailers are taking advantage of this opportunity. Don’t be left behind.