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With cash-strapped shoppers looking to trim their grocery bills, Every Day with Rachael Ray is working with an in-store promotion company to give consumers discounts on popular supermarket products.
As part of its ad buy, the popular TV cook’s namesake magazine is giving Purina, Uncle Ben’s and Arm & Hammer promotional space on Modiv’s Scan It! hand-held supermarket scanners.
The brands’ discounts or offers will be available in October at 258 Stop & Shop and Giant supermarkets in the Northeast for shoppers who use Scan It!, a system that targets promotions to shoppers based on their loyalty card history. Shoppers who buy the promoted products also will receive a Snow & Graham stationary gift from Every Day with Rachael Ray if they send in the receipt to the magazine.
An advertorial in the October issue (on stands Sept. 16) explains how to use ScanIt! and the promotion. The page also points readers to Rachael Ray’s site, where those promoted brands are advertising.
“The objective is for Every Day with Rachael Ray to give their advertiser another consumer touchpoint,” said Nancy Drinkwater, director of new media business for Modiv, which is based in Quincy, Mass., the headquarters of Ahold USA banner Stop & Shop.
The Reader’s Digest Association (RDA) publication has used supermarkets to sell integrated advertising before. Last year, it worked with CBS Outernet to create ads on flat-screen TVs in grocery stores for print advertisers that made a minimum three- to four-page commitment.
Additionally, through a deal with Buffalo, N.Y.-based supermarket kiosk operator ShoptoCook, the magazine, along with other RDA food properties, provided recipes to in-store kiosks and sold advertising into the kiosks.