Supplier Spotlights: Anheuser-Busch, Mars Chocolate & Royal Buying Group

NATIONAL REPORT — While it's important for convenience store retailers to market themselves, new products, services, promotions and other initiatives by c-store suppliers are a major part of capturing consumer interest. Convenience Store News will regularly highlight such efforts in this roundup.

Here are the latest supplier spotlights:


Lime-A-Rita and the National Basketball Association (NBA) formed a regional partnership to feature in-arena experiences for fans and an exclusive fashion collaboration with the Atlanta Hawks. The brand has teamed up with NBA celebrity stylist and designer Megan Ann Wilson to produce the "shegotgame" collection, a female athleisure clothing line inspired by the Atlanta Hawks and Lime-A-Rita's portfolio of flavors that includes leggings, bodysuits, and bomber jackets.

The collection is part of the debut of "THIS IS MY JAM," Lime-A-Rita's new multimedia activation designed to engage female NBA fans by celebrating their passion for sports and fashion. It was unveiled at the Hawks' home game against the New Orleans Pelicans on Nov. 22. The pieces in the collection will be available for purchase at select home games throughout the season.

"'THIS IS MY JAM' gives us the opportunity to tap into two major female passion points: sports and fashion," said Selena Kalvaria, senior brand manager for Lime-A-Rita. "We can't wait for Atlanta Hawks fans to see what we've been working on with Megan Ann Wilson and to experience game night in a new way with Lime-A-Rita this year."

To bring female fans closer to the sport they love, Lime-A-Rita's "THIS IS MY JAM" campaign aims to create meaningful connections between women and their favorite team through giveaways and one-of-a-kind experiences in the arena that will encourage fans to interact with Lime-A-Rita, and each other, in real time and through social sharing, the company said. A "THIS IS MY JAM" GIF booth that features a kaleidoscope backdrop for fans to capture their experience and share on social with the hashtag #MyJam will be on-site at Philips Arena.

"The Atlanta Hawks are excited to partner with Lime-A-Rita in introducing the 'shegotgame' collection. We think it aligns perfectly with how we approach creating unique game experiences and touch points that are reflective of our fans," said Pete Thuresson, senior vice president of corporate partnerships for the Atlanta Hawks and Philips Arena. "Collaborations like 'THIS IS MY JAM' help us to provide more customized and authentic audience engagement that extends from game night to well outside of the arena."

At select retail locations throughout the NBA season, Lima-A-Rita will also offer an in-store sweepstakes giving consumers the chance to win tickets to select NBA games and a grand prize giveaway of a trip to the NBA All Star Game in New Orleans on Feb. 22. The sweepstakes will be open to consumers 21 years of age or older at the time of entry.

Mars Chocolate

Snickers brand will return as the exclusive presenting partner of WrestleMania 33, WWE's pop culture extravaganza, which will take place April 2 at the Orlando Citrus Bowl and will broadcast live around the world on WWE Network.

"We are excited to partner with Snickers for the second straight year as we aim to raise the bar in bringing their award-winning 'You're Not You When You're Hungry' campaign to life in entertaining ways that only our WWE Superstars can," said Michelle Wilson, WWE chief revenue and marketing officer. "As the exclusive presenting partner of one of the biggest sports and entertainment events in the world, Snickers will reach our global fan base that consumes content across all platforms."

The candy brand's presenting partnership is is highlighted by custom TV creative produced by WWE for Snickers, which will feature WWE Superstars and the brand's popular 'You're Not You When You're Hungry' campaign. The creative will appear across WWE's global digital and social platforms, WWE Network, and on WWE's flagship TV programs Monday Night Raw and SmackDown Live on USA Network, also a long-standing Snickers partner.

Snickers will also leverage WWE's YouTube channel with a complete brand takeover the day of WrestleMania. Additionally, Snickers will have promotional activity at WrestleMania Axxess, WWE's four-day, interactive fan festival; presence at WWE live events leading up to WrestleMania 33; and retail promotions, as well as custom digital and social content, including a Snapchat live story.

"When it comes to displaying the 'hunger symptoms' that Snickers satisfies, nobody embodies them better than WWE Superstars," said Allison Miazga-Bedrick, director, Snickers brand. "We're back for a second consecutive year as the presenting sponsor of WrestleMania 33 to once again share our 'You're Not You When You're Hungry' message to an extremely engaged WWE fan base in unique ways."

Royal Buying Group

Royal Buying Group (RBG) formed a new partnership with Wonderful Pistachios & Almonds to drive brand awareness to the independent retail channel.

Based in California's San Joaquin Valley, Wonderful Pistachios & Almonds is the world's largest vertically integrated pistachio and almond grower and processor.

"We're excited to partner with Wonderful Pistachios & Almonds to help grow sales with the growing better-for-you category for our network of independent retailers" said Angela Angelilli, executive vice president, RBG.

RBG members will be able to take advantage of a special rebate program and exclusive promotions. Additionally, they will gain access to special promotions over the course of the year.

This ad will auto-close in 10 seconds