Kraft Heinz and Loblaw are teaming up for a mammoth points giveaway, with big display assets to  match the size of the prize.

The CPG and grocer are incentivizing consumers with the chance to win 15 million PC Optimum Points (equivalent to roughly $15,000 in purchases from Loblaw stores), plus prizes of Weber barbecues. Consumers need to spend $15 on participating products – which include Heinz Ketchup, Bull’s Eye and Diana sauces, Miracle Whip and assorted Kraft Heinz salad dressings – before Aug. 12 in one transaction to qualify.

“It’s good for the consumer, it’s good for the store,” says Derek Lamoureux, marketing associate for shopper marketing at Kraft Heinz Canada, who tells strategy that the program is informed by the inflationary environment, where Canadians are feeling the pressure of rising food costs. The points figure, Lamoureux points out, equates to roughly the equivalent of “free groceries for a year,” a common contesting message.

According to Lamoureux, Kraft Heinz had been considering a summer travel program, but when it started to speak to Loblaw, the grocer brought up the idea of inflation and suggested it would be more impactful to have a conspicuous loyalty offer. “We really wanted to lean in with loyalty,” he says. “We are excited to break new ground with them [Loblaw].”

Lamoureux says Kraft Heinz has the opportunity to win during summer, as its portfolio is linked to barbecue season and that it wanted to bring a full program this year.

In addition to end caps, the CPG is working with agency Neptune Retail Solutions for displays, shelf blades and shelf talkers. Discount app Flipp is also being used tactically around long weekends.

Kraft is also using Loblaw’s retail media offering, “going at it from every angle,” Lamoureux maintains, and he says retail media networks (RMNs) are becoming increasingly important. Loblaw can really hone in on the target customer, and hit them with any kind of custom message.

“We are shifting to a world of personalization…not generic offers that we have seen historically,” says Kraft Heinz shopper marketing lead, Megan Bentham-Campbell, adding that the company is offering continuity offers as well. “We are speaking to specific consumers with offers that are really relevant to them.”

Bentham-Campbell says it’s a true collaboration between both partners. In fact, Kraft developed 16 customized recipes specifically for Loblaw, “one stop meal solutions” in-store and online at a Kraft Summer microsite.

There is a full 360-degree omnichannel execution across all banners at Loblaws nationally. It’s a 16-week shopper program. LPi and Carat (Dentsu) provided support as well.