Iselin, New Jersey-based Allegiance Retail Services, under the Foodtown and Green Way Markets banners, recently launched a campaign to show consumers how to prepare three healthy meals on a budget of $9 per day, promoted as the $9 A Day Challenge.
A key component of the $9 A Day Challenge was accessibility to consumers. The campaign provided daily recipes for breakfast, lunch and dinner using one primary source of protein, such as chicken or sausage. Foodtown partnered with Kassie Keehn, lead chef of the New York State Public Schools, and Allegiance’s registered dietitian Jacqueline Gomes, to create the meals, as well as food hacks to stretch a budget.
“Our Foodtown and Green Way Market stores are locally-owned and family-operated and therefore are acutely sensitive to how the current economic situation is impacting the families they serve,” said Donna Zambo, VP and CMO at Allegiance Retail Services.
“We wanted to be able to deliver high quality meals on a tight budget that would appeal to adults, but even more so children, who can be finicky eaters. Keehn and Gomes hit home runs with their meal suggestions.”
Popular recipes include a breakfast sandwich made with chicken, that cost $2.45 per serving, and a lentil and sausage stew that cost $1.98 per serving. The most viewed online video from the program to date is the ground beef food hack, which shows consumers how to stretch their ground beef and make it nutritional.
The campaign utilized a 360-degree approach to let consumers know about the challenge. It was featured in printed weekly circulars; highlighted in videos on social media sites like YouTube, Facebook and Instagram; and promoted with in-store and in-print QR codes, for easy video access.
Allegiance Retail Services supports independent supermarkets (Foodtown, Freshtown, D’Agostino, Gristedes, Pathmark, LaBella Marketplace, Brooklyn Harvest, Market Fresh, Morton Williams, Big Deal Food Market, Green Way Markets and Shop n Bag) 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 allegianceretailservices.com.
