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Foodtown spotlights meals in ‘Three-Ingredient Challenge’

Allegiance Retail Services supermarket banner uncorks multimedia campaign

Russell Redman

December 10, 2021

2 Min Read
Foodtown storefront-evening.jpeg
The Three-Ingredient Challenge promotion, focusing on convenient meal solutions for customers, runs across Foodtown’s organic and paid media platforms.Foodtown

Allegiance Retail Services’ Foodtown supermarket banner has launched the “Three-Ingredient Challenge,” a multimedia market campaign helping customers prepare healthy meals.

The campaign, announced this week, spotlights quick and easy recipes that people can eat during the holiday season and throughout the year, including holiday dishes and cookies for Santa. Iselin, N.J.-based Allegiance said the goal is to provide convenient meal solutions to shoppers, as the demands of work and family activities — and cooking fatigue amid the pandemic — can present challenges to making time for a home-cooked meal.

Customers also can participate in the Three-Ingredient Challenge by sharing their favorite three-ingredient recipes for the chance to win a $100 Foodtown gift card. The contest, for shoppers and store associates, runs through mid-December.

“This exciting program engages a 360-degree approach to strategically promote the campaign through all marketing channels,” Donna Zambo, vice president and chief marketing officer for Allegiance Retail Services, said in a statement. “We aim to build awareness that Foodtown is an integral member of the community, dedicated to the health and wellbeing of our associates and customers.”

The Three-Ingredient Challenge promotion, supported by Foodtown’s agency of record, Constellation Agency, runs across the retail banner’s organic and paid media platforms, including Facebook, Pinterest, YouTube, Connected TV, Instagram Reels, TikTok and Google Paid Search. The media mix also includes website and in-store digital screens, as well as in-store signage with QR codes linking shoppers to videos. On-air personality Greg T also is providing exposure with online radio spots airing on KTU iHeartRadio.

Related:Allegiance Retail Services adds another Green Way Market

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Shoppers also can take part in the Three-Ingredient Challenge by sharing three-ingredient recipes and get the chance to win a $100 Foodtown gift card.

“Foodtown understands better than anyone in the grocery space that making a meaningful impact requires a hyper-localized approach to advertising,” commented Constellation Agency CEO Diana Lee. “Since the campaign launched in September, we’ve seen an average click-through rate well over 1%, an astounding early indication that eye-catching creative put in front of the right audiences can drive powerful results.”

Also participating in the Three-Ingredient Challenge campaign is Foodtown registered dietitian and nutritionist Jacqueline Gomes, who is serving up tips and recipes for quick and healthy meals.

“Recipes don’t have to be complicated. They can be healthy and yummy with ingredients such as salsa and dark chocolate,” according to Gomes. “We hope this will inspire folks to create and share fun, easy recipes and have extra time to enjoy the holidays.”

Related:Allegiance Retail Services asks customers to recognize ‘grocery heroes’

Overall, grocery cooperative Allegiance Retail Services encompasses about 30 members operating over 130 supermarkets in New York, New Jersey and Pennsylvania under the Foodtown, Freshtown Marketplace, D’Agostino, Gristedes, Pathmark, LaBella Marketplace, Brooklyn Harvest Market, Market Fresh, Big Deal Food Market, Green Way Markets and Food Basics banners. The company’s private brands include Foodtown, Green Way and Rancher’s Legend.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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