KEASBEY, N.J. — After running exclusively at Kroger for the last 18 months, Campbell Soup Co.'s new electronic school rewards program is in full swing at ShopRite and soft launch at Safeway.
E-Labels for Education (eLFE) is an electronic version of “Campbell's Labels for Education,” which awards points for qualifying product purchases. Points can be redeemed for school items like books, microscopes, musical instruments and athletic equipment.
Under the traditional redemption method, consumers must remove UPC labels from participating products and mail them in for redemption.
E-labels are much easier to obtain. Shoppers simply enter their loyalty card number and designated school at elabelsforeducation.com. Each time they purchase a participating item, their school automatically receives 1 point. Select products earn 5 points.
Participating items include Campbell's Soups, Spaghettios Pasta, V8 or V8 Splash juices, Prego sauces, Pace Picante Salsa, Swanson Broth and the entire Pepperidge Farms line.
Part of the Wakefern Food Corp., ShopRite is running the program in some 200 stores located throughout New Jersey, New York, Connecticut, Pennsylvania, Delaware and Maryland.
“ShopRite has long been known for supporting the communities we serve, and this is another opportunity for us to give back to our local neighborhoods,” Joe Sheridan, Wakefern's executive vice president, said in a statement. “We're proud to be the first retail partner in the Northeast region to join forces with e-Labels for Education.”
A Safeway spokeswoman was unavailable for comment.
ShopRite is promoting the program on its website, as well as via Facebook and Twitter, circulars and other advertising.
“No more clipping. Only clicking,” ShopRite writes on its website.
ShopRite shoppers get 100 bonus points automatically just for registering. Other bonus points will be offered during certain promotional periods. For example, to promote the Stamp Out Hunger Food Drive in May, ShopRite will offer bonus points to those who purchase a certain number of Campbell products.
The program got its start at Kroger in the fall of 2008. Along with ShopRite and Safeway, Campbell's plans to roll it out to additional retailers.
“The e-Labels program has resonated with our customers as a way to build loyalty,” Campbell's spokeswoman Liesl Henderson told SN.
The manufacturer is using social media to draw excitement around the ShopRite eLFE launch, and will publicize eLFE with a group of bloggers who write about ShopRite.
“We will be giving LFE bonus point certificates to the bloggers so they can distribute them to their followers who engage in the conversation,” Henderson said.