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Southeastern Grocers LLC is using the familiar theme song from the classic TV western “Bonanza” to lasso shoppers into its stores to choose from among the more than 600 buy-one-get-one offers available in the BOGO Bonanza campaign. The campaign aims to deliver value on the items customers buy most frequently, including high-volume household staples.
“We’ve seen a tremendous amount of traction with BOGO Bonanza since April, when we launched hundreds of BOGOs across the store,” said Sharry Cramond, EVP for marketing and communications at Jacksonville, Fla.-based Southeastern Grocers, the parent company of Bi-Lo, Harveys and Winn-Dixie. “Our customers are looking for great value, and the BOGO Bonanza campaign is part of our continued efforts to listen to our customers, and give them what they want – in convenient and creative ways. What better way to communicate the scale of offers across the store than through one of the most iconic soundtracks in America, the ‘Bonanza’ theme song?”
The campaign is backed by a multichannel marketing strategy across TV, print, digital and PR. As well as hearing the “Bonanza” theme on TV, radio and in-store, shoppers encounter BOGO items clearly marked with BOGO Bonanza shelf tags, as well as in branded bins, throughout the store. “With the massive volume of advertising in the market, it’s really important to have a creative device that cuts through and captures the attention of your customers,” explained Cramond.
The second-largest supermarket in the Southeast based on store count, Southeastern Grocers employs nearly 60,000 associates in about 750 grocery stores, 140 liquor stores and 500 in-store pharmacies throughout Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina and South Carolina.