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Huntingburg IGA Hosts a Successful FIFA SALE-a-bration

Author: Jeremy Thyen
July 9, 2014

A message to the Alliance from...
Jeremy Thyen 
Huntingburg IGA 
Houchens Food Group
Huntingburg, IN 
LDC: Associated Wholesale Grocers

Red Oval partners Coca-Cola and Nabisco teamed up with select IGA Licensed Distribution Companies to increase sales around the FIFA World Cup international soccer event. Today Jeremy Thyen of Huntingburg IGA shares how the event delivered results in his store.

Our town is like most communities across the country—10 years ago we didn't really pay that much attention to soccer, but now it's becoming a bigger deal every year. So when we heard from our Licensed Distribution Company that Coca-Cola and Nabisco had this regional promotion around the 2014 FIFA World Cup, we thought it would be a good idea to get on board—especially since they were making it so easy for us.

All I had to do was commit to building a display with Coca-Cola, POWERADE and Chips Ahoy products, and we were given an IGA-branded "SALE-a-bration" POP kit, a professional soccer bag and a soccer ball, an IGA cooler and an IGA rally towel to incorporate into that display. Then my local Coca-Cola rep came in and helped us get it all set up, and my store team and I hung the provided POP and used a Coca-Cola 12-pack box as an easy way for shoppers to submit their registration cards for a chance to win the IGA items. To help spread the word, we also featured the promotion in our print ad.

With the word out and the display up, the event took off and the results were great! We ran the promotion two weeks while Team USA was in competition and in that time approximately 600 shoppers entered to win the soccer bag and ball. Better still, we were constantly re-stocking our display and saw an over 30 percent increase in our sales of POWERADE.

If we learned anything from this event, it was that you should always participate in regional events. We couldn't have asked for an easier way to increase sales, and our shoppers loved it. And now we'll get even more credit when we announce the winners of the IGA soccer items in the display. That's a lot of payoff for very little work; you can't ask for more than that when it comes to promotion!

Jeremy Thyen