Hannaford Rewards Private Brand Customers

Scarborough, Maine based Delhaize owned grocer Hannaford has launched its annual “Buy & Save” Private Brand campaign. I have reported on this promotion several times at both Hannaford and their sister banner Food Lion.
Customers will receive a $1 coupon for every Hannaford and “My Essentials” brand product they buy in the same transaction. The promotion runs October 23rd through November 12th. The coupon can be used on the next shopping trip. The maximum reward is $10 per transaction.
My Essentials was launched by Delhaize earlier ths year and is rapidly shaping up to be the multi-banner National Brand Equivalent solution that dramatically consolidates the Delhaize portfolio including much of the Smart Options, Hananford, Food Lion and Harveys Private Brand packaged goods. It remains to be seen how far the consolidation efforts will go.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.