Foodtown, an Allegiance Retail Services banner, has launched a Three-Ingredient Challenge as part of its effort to providing shoppers with the convenience to serve healthy meals.
Foodtown’s challenge features quick recipes for easy, healthy eating during the holidays and throughout the year. There are recipes for easy-to-prepare holiday dishes as well as cookies for Santa.
Consumers can participate in the Three-Ingredient Challenge by sharing their favorite three-ingredient recipes for the chance to win a $100 Foodtown gift card. The contest, for shoppers and store associates, runs through mid-December.
“This exciting program engages a 360-degree approach to strategically promote the campaign through all marketing channels,” said Donna Zambo, VP and chief marketing officer for Iselin, New Jersey-based Allegiance Retail Services. “We aim to build awareness that Foodtown is an integral member of the community, dedicated to the health and well-being of our associates and customers.”
The promotion is being supported by Foodtown’s agency of record, Constellation Agency, which produced and is now managing the digital content for The Three-Ingredient Challenge across Foodtown’s organic and paid platforms including Facebook, Pinterest, Connected TV, Instagram Reels, TikTok and Google Paid Search.
“Foodtown understands better than anyone in the grocery space that making a meaningful impact requires a hyper-localized approach to advertising,” said Diana Lee, Constellation’s CEO. “Since the campaign launched in September, we’ve seen an average click-thru-rate well over 1 percent, an astounding early indication that eye-catching creative put in front of the right audiences can drive powerful results.”
The media mix also includes website and in-store digital screens and in retail stores featuring signage with QR codes where shoppers can see videos. On air personality Greg T will be promoting it on the morning show airing on KTU iHeartRadio.
The Three-Ingredient Challenge features Foodtown’s own Jacqueline Gomes, registered dietitian and nutritionist, who will lead the way in providing tips and recipes for quick and healthy meals. “Recipes don’t have to be complicated; they can be healthy and yummy with ingredients such as salsa and dark chocolate,” Gomes said. “We hope this will inspire folks to create and share fun, easy recipes and have extra time to enjoy the holidays.”
Allegiance Retail Services LLC supports independent supermarkets (Foodtown, Freshtown, D’Agostino, Gristedes, Pathmark, LaBella Marketplace, Brooklyn Harvest, Market Fresh, Big Deal Food Market, Green Way Markets and Shop n Bag) for retail success by providing them with marketing, advertising, technological and merchandising support, as well as a full line of private label products, including Foodtown, Green Way and Rancher’s Legend. For more information, visit www.allegianceretailservices.com.
