During a five-week period from April 2 through May 5, consumers who spend $100 on participating Unilever brands will earn two tickets to see Reyli at a concert at the Honda Center in Anaheim on May 17. Tickets to this exclusive event cannot be purchased in any other fashion and can only be earned by shopping during this promotion. A free mobile app, Northgate Market, is also available — for iPhone and Android phones — to help shoppers keep track of their purchase totals. The app also features additional tools including a store locator and recipe videos.
More than 350 personal care and food products from Unilever brands including Axe, Dove, Degree, TRESeme, Ponds, Caress, Country Crock, Wishbone, Suave, Best Foods, Lipton, Knorr, Ragu, Breyers and Popsicle can be purchased as part of the program. Consumers can learn about the full range of Unilever products participating in the program through in-store signage, island displays and in-store announcements.
"Unilever continues to drive new and innovative promotions at retail and this disruptive platform is no exception," says Lou Paik, shopper marketing manager for the west division, Unilever. "When you are able to provide your customers with an opportunity that is truly unique, deliver an experience to your shoppers that they highly value, and affect social change in your local communities, you know you have a winning program."
The promotion also backs Northgate's commitment of giving back to the Hispanic community. Northgate is committed to supporting local neighborhoods and provides high quality fresh foods and a wide assortment of grocery staples to local families. As a part of this promotion, attendees of the Reyli concert will have the opportunity to support two charitable organizations — Olive Crest, supporting at risk children and families and Red Eye, which addresses the needs of the underserved with food and clothing drives and special empowerment events.
Leading the marketing effort for Northgate is Mike Hendry, vice president of marketing. "We are excited to partner with Unilever in this one-of-a-kind promotion that rewards our most loyal customers with an exclusive opportunity to see Reyli in concert. We believe the Northgate app will allow us to connect with our customers on a more personal level while also rewarding them by connecting food and music in a fun and different way."
The Northgate digital platform was created by CausePlay, a digital/mobile agency managing the promotion. "We are pleased that our expertise in mobile and retail grocery have provided the backbone to effect this significant promotional event," says Scott Loyola, CMO and partner at CausePlay. Using this technology platform, retail grocers can track and ultimately provide unique consumer rewards.