As part of its Food Lion Feeds campaign, Food Lion launched the “Make Every Basket Count” Sweepstakes, encouraging shoppers to purchase five participating products for the opportunity to play an interactive basketball game and enter for the chance to win groceries for a year.
Qualifying purchases unlocked a unique game code printed on the customer’s receipt, providing access to the online basketball game and entry into one of twenty-one daily prize drawings. To reinforce its commitment to fighting hunger, Food Lion also donated five meals to Feeding America® for every qualifying purchase, up to $300,000. A no purchase necessary alternative method of entry (AMOE) was also available.
Why It Worked
The campaign combined multiple promotional mechanics into a single consumer experience. A qualifying purchase encouraged product sales, the interactive basketball game added an engaging layer of gamification, and the charitable meal donation gave shoppers another reason to participate. Timed alongside college basketball season, the promotion connected a seasonal theme with a meaningful cause, creating an experience that rewarded shoppers while reinforcing Food Lion’s commitment to fighting hunger.
