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IGA USA has embarked on the launch of its newest consumer-driven marketing event, "IGA Hometown Healthy Challenge." IGA, a charter partner of the U.S. Department of Agriculture's (USDA) MyPyramid Corporate Challenge, developed the MyPyramid-based marketing event to deliver IGA retailers the resources they need to introduce their shoppers to healthier food and lifestyle choices.
Set to take place in participating IGA stores from Feb. 15 through March 14, IGA's Hometown Healthy Challenge encourages IGA shoppers to recognize and experience MyPyramid's guidelines through educational in-store signage, Web resources found on www.iga.com, informative bag-stuffers, and a national consumer sweepstakes with fitness-oriented prizes.
Through the random-drawing national sweepstakes, three IGA shoppers will each win a $1,000 cash prize, and also have the opportunity to designate which organization in their communities will receive $5,000 toward fitness programming on behalf of their local IGA.
The event is sponsored by a select group of IGA's Red Oval Family manufacturing partners, including Anheuser-Busch, Inc., Campbell Soup Co., Coca-Cola, IGA Private Brands, Kraft Foods, McCormick & Co., Inc., Nestlé, Nestlé Purina Petcare Co. and Unilever.
IGA is the world's largest voluntary supermarket network with aggregate worldwide retail sales of more than $21 billion per year. The alliance includes nearly 4,000 Hometown Proud Supermarkets worldwide, supported by 36 distribution companies and more than 55 major manufacturers, vendors and suppliers encompassing everything from grocery to equipment items.