P&G, Meijer Get 'Ready' for NFL Draft

Procter & Gamble activated its National Football League sponsorship at Meijer alongside a bulk-purchase incentive.Members of Meijer’s mPerks loyalty program received $15 off a $50 purchase of P&G brands from April 14-27. Display ads within Meijer.com use the "Ready for Anything" message to tout the incentive and the NFL Draft, which took place April 25-27 in Detroit. (Meijer is based in Grand Rapids, Michigan.)A feature in the digital version of Meijer’s April 14 circular supported the effort. In stores, an endcap display for P&G’s Old Spice promised the “greatest smell in the NFL.”"We are thrilled to welcome this year's NFL Draft to Detroit and help bring communities together to embrace all this incredible city has to offer," Derek Steele, Meijer group vice president of customer strategy and marketing, said in a statement. "Together with P&G, which has been a staple of this event going back several years thanks to its nearly two-decade partnership with the league, we remain committed to being the one-stop shop that will help these incoming rookies be 'Ready for Anything' as they make their transition to the NFL."Meijer also sponsored the P&G Draft House, a location in Detroit that provided prospective players with products from brands (including Tide, Old Spice and Head & Shoulders) meant to help them prepare for the next step in their careers.Ahead of the draft, P&G visited the homes of Ohio State player Michael Hall Jr. and Michigan player Kris Jenkins Jr. to provide them with household essentials such as GilletteLabs and Bounty. The day prior to the first round of the draft, Notre Dame player Joe Alt, LSU player Brian Thomas Jr. and Alabama player Dallas Turner were among the players scheduled to visit the P&G Draft House presented by Meijer."We couldn't be more excited to support this year's prospects as they get ready to meet new teammates and make a new city their home following the 2024 NFL Draft," P&G director of sports marketing Janet Fletcher said in a statement. "At the first P&G Draft House presented by Meijer, our brands will help these players prepare for an exciting new chapter."P&G and Meijer previously used the “Ready for Anything” platform in 2021 for a campaign celebrating the Super Bowl as a return to normalcy following COVID-19 lockdowns and for another bulk-purchase incentive tied to the NFL Draft.

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