GREENFIELD FOODS OFFERS STORE-SPECIFIC REBATES

JAMES TENSER

WILTON, Conn. -- Greenfield Healthy Foods here has mounted a national in-store promotion that offers consumers store-specific rebate checks.

Called "Top This! Free!" the program offers a rebate check of up to $2 to consumers who purchase a package of Greenfield's fat-free brownies, blondies, cookies or popcorn and a dessert topping of their choice.

The rebate is intended to cover the cost of any kind of topping, from fresh fruit, to chocolate sauce, to low-fat whipped topping, said Eric Klar, executive vice president for Greenfield, a unit of Campbell Soup Co.

Freestanding floor shippers displaying the promotion were placed in grocery stores across the country throughout January and February, Klar said. Tear-off pads are attached to riser cards on the units.

To redeem the promotion, the consumer fills out appropriate information, including the store name, and mails it in with a register receipt. Greenfield's clearinghouse issues the check, which is payable only at the retailer where the original purchase was made.

Klar said the company rejected using customized tear pads for each account, due to the added logistical complexity.

Participating retailers were required to set up some kind of promotion program including authorizing the display, he added. The units were handled through Greenfield's national network of DSD distributors, said Klar.

The promotion was designed to provide strong incentive for retailers. "They sell more of our product. They get the added sale on the dessert topping, and a return visit from the consumer," Klar said.

The company said separately it is expanding Greenfield distribution to the drug, mass and convenience-store classes of trade, including Wal-Mart stores on a promotional in-and-out basis, plus regular distribution to all its SuperCenters. The brand has also gained national distribution at Circle K convenience stores, following a test last year.