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CHICAGO - Participating IGA retailers across the country are gearing up for a tailgate-themed in-store marketing event designed to generate foot traffic in IGA stores during football season.
The IGA Ultimate Tailgate Zone, which will run from Sept. 2 through Oct. 6, is now in its sixth year, and marks the fourth marketing event in the 2007 IGA Family, Friends & Food marketing program.
Sponsored by IGA Red Oval manufacturing partners Anheuser-Bush, Inc., Campbell Soup, Coca-Cola/Coca-Cola Hydration Business Unit, Kraft Foods, Nabisco, McCormick & Co., and Nestle Purina PetCare Co., IGA's tailgate promotion will offer consumers savings on brand-name sponsor products, as well as multiple chances for IGA customers to win a host of tailgating-themed prize packages.
Though the event is based around the Ultimate Tailgate Zone consumer sweepstakes, IGA senior director, branding/business development Jim Walz said that the goal behind each of this year's events is to provide retailers with the resources they need to tailor events to their own communities. During the upcoming tailgate event, for instance, IGA retailers are encouraged to build creative sponsor product displays that tie-in with local football teams.
"We provide IGA retailers with basics they need, and they add local elements to make it more marketable to their specific community and customer base," Walz said. "We see retailers promoting this event through a connection with all manner of football teams, from local high school teams to the NFL."