The two retailers — along with Kroger, ShopRite, Price Chopper and Safeway — are participating in Campbell's E-Labels for Education, which electronically awards points for qualifying products purchases. Points can be redeemed for school items like books, microscopes, musical instruments and athletic equipment.
To participate, shoppers enter their loyalty card number and designated school at elabelsforeducation.com . Each time a participating item is purchased, the school automatically receives points.
The program is running in all Supervalu banners, including Cub, Farm Fresh and others that don't use loyalty cards, according to Mimi Dixon, Campbell's senior group manager of integrated shopper marketing.
Shoppers who purchase qualifying items at Supervalu banners that don't use loyalty cards will receive a Catalina checkout coupon that can be sent in to participating schools for redemption.
Participating Campbell items include its soups, V8 juices and Prego sauces. Select products from other companies are also part of the program. They include BIC; Time Inc. magazines; and Emerald nuts.