During November and December of 2018, five military families in each of 10 markets around the country were nominated and honored for their service. Each winner was awarded with a Dietz & Watson Chef Carved Ham or Party Deli Platter along with a gift card to their local grocery store for up to $150 for all of their holiday hosting needs.
The advertising and promotional plan included nearly 50 radio spots per week in each of the 10 markets to describe the program and contest across core dayparts and to drive traffic to the online contest nomination page. In addition, social media posts were executed twice a week per market to engage listeners and drive traffic to the online contest page across station social platforms.
Five winners were selected at random from the web entries the week of December 12 and were announced on air in mid-December and contacted by radio station personnel.
“We love to support our men and women in the armed forces, and the holidays are one of the best times of the year to do it,” said Lauren Eni, VP Brand Strategy and 4th generation member of the company’s family ownership. “These people sacrifice for us and put their lives on the line for us and for some military families it’s a struggle just to make ends meet for their families.
“With our Meals for the Military Program, this is just one way we can give back a little,” added Eni.
Retail partners around the country included:
- ShopRite, Philadelphia
- Mariano’s, Chicago
- Safeway East, Washington, D.C.
- Albertsons, Southern California
- Safeway, Seattle
- Safeway, Portland
- Dierberg’s, St. Louis, MO
- Food City, Johnson City, TN
- Food City, Chattanooga, TN
- Food City, Knoxville, TN
Source: Dietz & Watson