IGA's Summer Grill Giveaway

Welcome to the sizzling world of summer grilling, where shoppers enter the store with visions of smoky barbecues and perfectly charred meats.

For store owners, this time of year presents an abundance of new opportunities to delight customers with an array of fresh, quality ingredients that elevate their grilling experiences to new heights. From a bountiful selection of fresh produce, high-quality meats, and flavorful condiments, you have the opportunity to help every grill master transform their backyard into a gourmet oasis. And here to help once again is IGA Red Oval partner The Coca-Cola Company. 

For the third year in a row, The Coca-Cola Company approached the IGA team to host a summer grilling event. This year, The Coca-Cola Company Director of Sales, IGA Global Brad Morris wanted to invite other Red Oval partners to the grilling party.

"Not only does expanding this successful event make it more exciting for shoppers, but it also allows us to improve the overall reach and impact of the promotion on behalf of the retailers," Morris explained. 

Starting July 1, 2023, IGA shoppers can participate in the Summer Grill Giveaway, sponsored by The Coca-Cola Company, Pictsweet, and Go Grassfed, where three lucky shoppers will win a Traeger Grill valued at $1,000 by incorporating the hashtag #IGAGrillGiveaway in a post on Facebook, Instagram, or Twitter. 

Sweepstake aisle blade available in the Q3 Quarterly Marketing Kit. Not a subscriber? Click to order it a la carte via Red Oval Partner, DG Graphics or Click here to download the artwork and print it locally.

More Than Just a Sweepstakes 

In the post-pandemic era, people are increasingly inclined to gather around a grill rather than dining out at crowded restaurants, according to consumer data. Independent grocers can recapture shoppers' summer dollars that would otherwise be directed to dining out. 

The study highlights a growing desire among consumers to embrace the joy of cooking and socializing in the comfort of their own homes or outdoor spaces. With the pandemic emphasizing the importance of personal connections and the pleasures of simple yet meaningful moments, grilling has emerged as a favored activity for many. Not only does this trend signify a shift in consumer preferences, but it also paves the way for grocery owners to capitalize on the increased demand for fresh ingredients, marinades, and other barbecue essentials.

Through this sweepstakes and an in-store emphasis on grilling, IGA retailers can position themselves as key players in fostering memorable culinary experiences and gain the revenue that once flowed into the restaurant industry.

This sweepstakes, like others IGA has developed, is an omni-channel marketing campaign created for retailers to boost sales. We've already planned the strategy, worked with our partners at The Coca-Cola Company, and created the content. Now all you need to do is:

• Attract shoppers by sharing the content through digital and print advertising and in the National Digital Ad
• Grow sales by fostering the relationship with shoppers through loyalty programs, in-store promotions, and social media 

To help further the message, IGA has enlisted the help of influencer Meghann Feathersun of Featherstone Nutrition. She is a mother of two, registered dietitian and certified specialist in sports dietetics who specializes in helping athletes find their own balance between nutrition, life, and fitness goals. She has her own cookbook and loves finding the balance of delicious and nutritious. 

Meghann's vitaminwater recipes from last year were such a hit that we have partnered with her again to create grilling recipes incorporating IGA-brand condiments, Coca-Cola and grass-fed beef — all while promoting the Summer Grill Giveaway. Meghann will also publish her blog on her own social media channels, which reached nearly 125,000 followers in last year's event. And IGA will amplify her content by sharing it across our media network, including Facebook, Pinterest, Instagram, YouTube and the National Digital Ad. 

Spread the Word 

The sweepstakes kicks off Saturday, July 1 with promotion on IGA.com, posts on the IGA USA Facebook page, and a feature in the National Digital Ad, which is geo-targeted to IGA communities. While that alone will pull in the impressions, IGA will create social media and web graphics for both branded and non-branded stores so you can share sweepstakes details and influencer content directly with your shoppers. Look to The IGA Minute for the graphics in the coming weeks.