An important part of being a local independent grocer is the community connection that sets your store apart from big box chains or dollar stores. By giving back to your community, you’re showing your customers and potential customers that you care about them. AWG Brands has two programs, Save-A-Label™ and Meals for the Hungry, that make it easy for member-retailers to give back to their communities, which in turn builds positive public relations. This positive PR helps create store awareness and grow future sales.
The Save-A-Label™ Program
Initially developed as a short-term promotion to help local grocers support their communities, the Save-A-Label™ program grew in popularity so much that it continued as a permanent program and staple in many AWG trade communities. Rebranded in 2021, the program has had participation from more than 8,900 non-profit organizations and schools in its 35 years. The program represents 1.2 million cases of Best Choice family of brand products purchased by consumers in one year.
This program is a win-win for member-retailers:
- The program supports organizations in your community.
- All administrative aspects of the program (counting labels, registering groups, sending payments, etc.) are handled by AWG.
- It encourages shopping at AWG stores.
- Free POS is available on eCOMM to help you promote the program.
- The AWG Brands team can run a zip code outreach to non-profits in your area to let them know about the program.
Learn more about this program at www.save-a-label.com
Meals for the Hungry
Tested in the Nashville Division last year, Meals for the Hungry is rolling out to all divisions for 2022. This holiday food drive program allows stores to partner and give back to local food banks in their communities with product donation.
Bags with AWG Brands food items are packed and sealed with a special “Meals for the Hungry” sticker designating them as $5 or $10 donations. Customers can purchase the bags at checkout. The bags then stay at the store and the items are donated to the local food bank to support those who are in need.
This program is also a win-win for member-retailers:
- It promotes sales of AWG Brands products. Stores will make 18-23 percent gross profit on each bag sold.
- Customers take part in giving back to their community and see the store as a community partner.
- Kits and promotional materials are created by AWG. Your store just needs to plug and play, making this an easy program to implement.
- Everyone works together to support their local food bank and feed the hungry during the holidays.
The 2021 Nashville test run proved to be successful. For example, the Jamieson group ran the program with nine stores and sold product valued at more than $19,500 through 3,000 Meals for the Hungry bags. That’s 3,000 families that were fed during the holidays. Imagine how many families we can feed as an entire co-op!
