ShopRite Maximizes Digital Coupons

CAROL ANGRISANI

KEASBEY, N.J. — Wakefern Food Corp. is linking digital coupons to an online game featuring its store brands.

Players of the “Looks Can Be Deceiving” game at shoprite.com can get a 55-cent coupon for a ShopRite cereal. Expiring May 28, the offer is electronically loaded to the player's loyalty card.

The game's purpose is to show that while ShopRite's private labels are less expensive than national brands, they are equal in quality.

“ShopRite Cereals aren't just an inexpensive breakfast, they're a great-tasting way to start your morning and are nutritionally comparable to the national cereal brands,” according to the game.

The game drives home the message of not prejudging based on appearances. To do so, it features pictures of people who have a unique style of dress or an outlandish hairstyle, along with multiple choice answers to what their profession is. One picture shows a burly man with a Mohawk and leather jacket. Players learn that the man is a kindergarten teacher.

The last question shows a picture of ShopRite Scrunchy frosted corn flakes cereal. Players can choose if the cereal is: nutritionally balanced, inexpensive, great tasting or all of the above. The answer is “all of the above.”

“This is a great way to engage our customers in the ShopRite private-label product line while providing them with a fun and easy way to save money,” ShopRite spokeswoman Santina Stankevich told SN.