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Tops Markets LLC has launched the “Great American Charity Car Giveaway,” a campaign that enables online visitors to vote for their favorite local not-for-profit organizations to win a new set of wheels valued at $20,000.
The opportunity for charities to take part is part of the Northeast regional grocery chain’s exclusive “Great American Car-A-Day Giveaway,” which runs through July 4 and will award 36 cars in 36 days. According to Tops, this is the first online campaign of its kind by a grocery retailer in the company’s operating areas.
To be eligible for the Great American Charity Car Giveaway, charities must be registered 501(c) (3) nonprofit organizations, operate within Tops’ operations areas and meet other eligibility requirements as set forth in the program's rules.
“As a neighborhood grocer, giving back to our local communities is an extremely important part of our business,” explained Frank Curci, president and CEO of Williamsville, N.Y.-based Tops. “Giving individuals a voice in deciding where the prize will ultimately go is an exciting concept for us. We’re eager to award the donation, especially during this time when charitable organizations needing a new transportation vehicle may not have the necessary funds to purchase one.”
Until June 14, charities can fill out nomination forms to enter their organization in the giveaway. From June 21 to July 7, users can register and vote once daily for their preferred charity through the Tops website at www.topsmarkets.com or through the Tops Facebook page at www.facebook.com/topsfriendlymarkets. The top 10 charities that get the most votes will move on to the final round of voting. From July 13 to July 26, users can vote for one of the top-10 charities once daily through the Tops website or Facebook page. Those votes will be tallied, and the winner of a new vehicle will then be revealed.
“We are offering an innovative way to engage the members of our online community,” noted Terry Kushner, Tops’ director of consumer insights and interactive/web marketing. “The fast-paced nature of social and interactive media will allow us to spread the contest information quickly and create a ‘buzz’ to ultimately garner support for the charities involved.”
Further, every time a customer shops at Tops using a BonusCard, he or she is automatically entered into that day’s drawing for a chance to win a new car valued at $20,000. There will be one drawing each day and one winner will be chosen for each daily drawing from all eligible entries in a random drawing held by Tops within two days after the applicable daily drawing period.
In other Tops news, the grocer held grand reopening ceremonies on May 25 for extensively remodeled locations in Towanda, Pa., and Penn Yan, N.Y. Changes at both stores included new décor with warmer hues, new flooring, the addition of self-checkout units, and upgrades to the bakery, deli and frozen foods departments.
Tops operates 134 full-service supermarkets – 129 company-owned and five franchise locations -- and employs more than 14,000 associates in upstate New York and northern Pennsylvania.