Based in Jacksonville, FL, BI-LO is a grocery chain with locations in Georgia, North Carolina and South Carolina. With intense grocery competition in these states, BI-LO utilizes aggressive sports marketing to create a point of difference in the marketplace.
In the first two years of the program, and during just a 6-week promotional window, all 1,000 USC basketball tickets allotted for the No Dough program were used. Furthermore, stats revealed that 50% of all customers who made the incremental purchase of Southern Home products converted their voucher for free tickets. The addition of baseball proved to be equally successful with every ticket being claimed in the first two years.
The first four years of this promotion resulted in almost 70,000 vouchers printed at checkout with an incremental purchase of 298,000 unique Southern Home No-Dough items!