CHICAGO -- IGA, headquartered here, is celebrating Earth Day with a Hometown Green promotion, linking community involvement with sponsor products in the Center Store.
The nationwide promotion, which runs through May 5, will highlight products from the stores' family of Red Oval sponsors, including Anheuser-Busch, Campbell's and Nabisco, as well as IGA brand offerings, according to David Pruitt, director of promotions.
At press time, 1,151 stores were committed to this year's program, an evolution of IGA's successful Hometown Trees promotion of previous years.
"This allows the independent retailer to interact with the community, and show that they truly are hometown proud," said Pruitt.
The effort will be supported by extensive point-of-sale materials and a display contest encouraging retailers to create inventive off-shelf presentations.
The promotion is a three-tier effort for families across the IGA system, with the first component being a family essay contest that will send six families to Busch Gardens Adventure Camps. An essay contest for high school juniors and seniors will send eight winners to summer internships at national parks.
And an art contest for 6- to 12-year-olds -- with an "If I Were a Tree" theme -- will award 16 $250 savings bonds and one $5,000 savings bond, Pruitt told SN.