A&P, Pepperidge Farm Team Up in Recycling-for-Coupons Program
The Great Atlantic & Pacific Tea Company, Inc. (A&P), and Pepperidge Farm have launched a month-long joint coupon program across 175 A&P, Pathmark, and Waldbaums supermarkets across the New York metro area and Connecticut using in-store TOMRA recycling machines as a coupon delivery platform.
Consumers returning their aluminum, plastic or glass beverage containers to a TOMRA reverse vending machine (RVM) will receive a coupon for a free America's Choice 2-liter bottle of soda when they purchase two Pepperidge Farm hamburger or hot dog rolls, in addition to their deposit refund.
"Consumers in New York and Connecticut -- both bottle-deposit states -- are highly familiar with our on-site reverse vending machines, where they can return their recyclables and get a receipt for deposit redemption," said Gary McQuillan, senior director, strategic sourcing, A&P. "This innovative promotion recognizes that RVMs also make an excellent point-of-sale platform: Each time a consumer completes a recycling transaction, he or she will also receive the valuable store coupon for America's Choice and Pepperidge Farm picnic items."
The program is part of a new promotional approach called "Redemption Marketing," created by Paddington Advertising Associates, Inc., to leverage TOMRA's recycling machines as a coupon delivery and graphic messaging platform. The focus is on "starting-point" couponing, delivered early in the shopping visit at the RVM, to drive customers to the shelf.
Shelton, Conn.-based TOMRA provides end-to-end recycling solutions including automated recycling machines for empty beverage containers; pickup, transportation and processing services; and waste sorting and compaction equipment sales.
Montvale, N.J.-based A&P operates 429 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum's, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, Super Fresh, and Food Basics.