ShopRite Puts a Lot of Effort into 'Earth Day'

ShopRite planted ecological themes deep into its circulars leading up to "Earth Day" on April 22, running features spotlighting manufacturer-driven offers and its own yearly localized effort.A “Celebrate Earth Day” feature for Procter & Gamble products in the April 15 tab promised $5 off a future receipt with a single-transaction purchase of $50 in select SKUs from Bounty, Duracell, Ivory and other brands. The feature also dangled a free reusable shopping bag (redeemable with a future receipt) with purchase of $10 in items. Earlier in the month, ShopRite offered a free Pur water filter by mail with purchase of $30 worth of "Future Friendly" P&G products. (See Related Articles.)Elsewhere, an April 8 feature invited shoppers to take part in the “ShopRite Earth Day Challenge,” an annual event that enlists “green teams” to clean up local parks and beaches using supplies donated by the retailer. A QR code within the feature linked to an area of shoprite.com that explained how to register for the effort, which last year garnered some 4,000 volunteers in 35 communities.On April 1, the chain offered free reusable shopping bags instantly with purchase of two 24-packs of Coca-Cola Co.’s Dasani. (Dasani joined with ShopRite in 2011 to stage an “Earth Day Challenge.” See Related Articles.) Price labels touted Dasani’s sustainable packaging; the product also earned secondary pallet merchandising. At various times during the month, purchase of two Green2 products from True Green Enterprises also earned a free bag.Among other earth-friendly items earning feature space were EcoSmart Technologies’ flagship insecticide, Marcal Manufacturing’s Marcal Small Steps facial tissue and Colgate-Palmolive’s Tom’s of Maine toothpaste. Brands such as Kimberly-Clark’s Scott Naturals gained placement for themed national P-O-P materials.Meanwhile, window posters proclaiming “We Are Greening the Aisles” boasted of ShopRite's chain-wide environmental efforts, such as the annual recycling of 125,000-plus tons of material, the installation of low-energy lighting systems, and the placement of more refrigerated products in closed-door coolers. Circular features supported.Other window posters plugged the recent introduction of a “TakeAway Environmental Return System” to safely dispose of unwanted medications at store pharmacies.

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