BIRMINGHAM, Ala. -- Bruno's here used full-page newspaper ads and point-of-purchase materials to support its participation in a Lever Bros.-sponsored promotion to help the National Parks System.
A full-page ad announced "Bruno's salutes: America's National Parks. Help commemorate America's beauty with these special savings for fall clean-up!"
The page was devoted to Lever Bros. products and included a cash refund mail-in certificate for $5 when Bruno's shoppers purchased selected varieties of Wisk, Surf, Snuggle sheets or liquid, or Lever 2000 and mailed the appropriate proof-of-purchase. Lever also donated 25 cents to the National Park Foundation, up to $25,000, for each refund request received.
During the promotion, 100-ounce bottles of ultra Wisk were featured at $5.99, 65-ounce containers of Sunlight dishwasher detergent were $2.49, 40-count boxes of Snuggle fabric softener sheets were two for $3, 10-ounce containers of Caress or Dove Body Wash were $3.29 and a two-bar box of Dove was $1.99.
Officials at Bruno's declined to comment, but a store-level source at a suburban Atlanta Bruno's unit told SN that shelf talkers and other POP materials were used to promote the event in stores.
Laura Wyss, manager of environmental affairs for New York-based Lever Bros., told SN this is the second year Lever has run a campaign to benefit the national parks and increase recycling by consumers. Lever makes its donations to the parks in the form of plastic lumber made from recycled laundry detergent bottles and other post-consumer plastic waste.
Lever plans to donate an amount of plastic lumber equivalent to 3.1 million plastic detergent bottles. In addition to supermarket ads placed with participating stores across the country, Lever used a freestanding insert coupon drop to promote a 1996 National Parks Calendar that can be obtained with four proofs-of-purchase from Lever products.
"Every time a consumer gets a calendar, we donate a dollar to the National Park Foundation, up to $100,000," Wyss said.