Highlights of the May 2016 Issue
AAFES ‘You Made the Grade’ Winner Pays It Forward
• DALLAS — The grand-prize winner in the Army & Air Force Exchange Service’s (AAFES)
“You Made the Grade” sweepstakes has more than just good grades. She has a big heart, too.
Eighth-grader Holly Thill took home the top prize in the Exchange’s
semiannual sweepstakes, part of a program to reward military students for
academic success. The 14 year old, who is home-schooled in Beavercreek,
Ohio, and earns mostly A’s, was awarded a $2,000 Exchange gift card during
a presentation at the Wright-Patterson AFB, Ohio, Exchange on Feb. 5.
With part of her winnings, Thill plans to buy blankets and coats to distribute
to the homeless in Ohio through her church, Emmanuel Catholic
Church, in Dayton. “I want to help those who are homeless,” Thill said.
“So many of the homeless are veterans — I want to give back to those who
have served in the military.” ...
Exchange, Promotion In Motion
Partner for Sweet Contest
• DALLAS — Authorized patrons who shop Army & Air Force
Exchange Service stores can enter to win a
sweet surprise this summer during the Candy Carnival sweepstakes. One lucky winner will receive a
$5,000 Exchange gift card courtesy of Promotion In
Motion, the manufacturer and marketer of Welch’sbranded
fruit snacks and Sour Jacks-branded candy
Exchange shoppers can enter until July 7 at www.shopmyexchange.com/sweepstakes. The winner will
be drawn on or about July 14.
“A prize like this will satisfy the sweet tooth
of any shopper,” said Air Force Chief Master Sgt.
Sean Applegate, Exchange senior enlisted advisor.
“We couldn’t be happier to offer military shoppers
a chance to spoil themselves this summer with some
serious extra spending money.” ...
Stores Recognized in SMI, Perfetti Van Melle Contest
• DALLAS — Specialized Marketing International (SMI) recently wrapped up a worldwide contest in Army & Air Force Exchange Service (AAFES) stores on behalf of
confectionery manufacturer Perfetti Van Melle,
recognizing stores that sold the most units of the
company’s Airheads candy as part of the Exchange’s
January 2016 “Impulse Item of the Month” promotion.
Among the winning stores in the Airheads Bites
Sales Contest were the Paradise Express at Schofield
Barracks, Hawaii, and the main store at Camp Humphreys,
Oberto Gives Back to MWR Funding as Sales Surge
• DALLAS — During an April 5 presentation here at Army & Air Force Exchange
Service (AAFES) headquarters, the Exchange received
a $172,000 rebate check from Oberto Brands, signifying the growth
in sales of the manufacturer’s meat snacks at the exchange service’s
stores during the past year.
According to AAFES, in 2015, sales of Oberto Brands products
in Exchange stores rose 30.4 percent to $2.25 million, and the rebate
award money will be directed back to AAFES’s bottom line, resulting
in additional earnings for military quality-of-life programs. ...
DeCA, Procter & Gamble
Kickoff ‘Salute to Military
• TRAVIS AFB, CALIF. — On March 28, Procter & Gamble, through a joint promotion
with the Defense Commissary Agency (DeCA), kicked off
their 2016 Salute to Military Children campaign with a ProCamp event featuring New England Patriots Wide Receiver Julian
The NFL player signed over 250 autographs at the base commissary
and later hosted 200 military youth in grades one through
eight in a one-day clinic at the base’s American Ball Field. ...
Edelman has a personal connection with the military community
— his grandfather was in the military — and expresses his
appreciation for the sacrifices servicemembers and their families
make every day so that he can play football. Understanding that
military youth serve in their own way, too, Edelman was able
to give back to these deserving kids by giving them a chance to
catch passes, learn routes and defend against an NFL star like
Godiva Celebrates 90th Birthday with
• NEW YORK — The Godiva Chocolatier story began
in 1926, when Belgian chocolatier Pierre Draps created his very first pralines.
In 2016, Godiva celebrates 90 years
of innovation with a unique collection of
products and a collaboration with
Belgian artist Oli-B.
Godiva’s limited edition 90th
Anniversary Collection is currently
available in military exchanges in
9-piece and 18-piece sizes. A line of
plush holiday bears adds a soft touch
to Godiva’s gift-giving offerings. ...
Mars Celebrates M&M’s Candy’s 75th Anniversary
• HACKETTSTOWN, N.J. — On March 3, Mars Chocolate
North America’s iconic
M&M’s Milk Chocolate Candies brand turned 75 years old, and
the candy maker is heralding this
achievement by holding a year-long
Among the many
celebrations planned for
the year is “Operation
Gratitude.” To honor M&M’s military history, this
program will see Mars donate $750,000 worth of
product throughout 2016 to the Operation Gratitude
organization, which puts together donated products
into care packages sent to servicemembers deployed
Military servicemembers and their families can
participate in the celebration in a number of exciting
ways. Through June 17, fans will have a chance to
vote for the next limited edition M&M’s flavor to hit
store shelves. Original Peanut is going head-to-head
with three new M&M’s Peanut varieties — Chili
Nut, Honey Nut and Coffee Nut — in a socialized
consumer campaign to determine “America’s Favorite
As part of this promotion, Army & Air Force
Exchange Service (AAFES) patrons will have the
chance to win a tasty trip for two to visit one of three
M&M’s World retail locations in the U.S. this summer.
Through May 27, authorized shoppers can enter
to win the $2,300 prize package at www.shopmyexchange.com/sweepstakes. One lucky winner will
get to pick from the Las Vegas, Nev., Orlando, Fla.,
or New York City M&M’s Worlds.
“This summer just keeps getting sweeter and
sweeter for Exchange shoppers,” said Air Force Chief
Master Sgt. Sean Applegate, the Exchange’s senior
enlisted advisor. “We offer contests like these for
one simple reason: to show Soldiers, Airmen and
their families that we care.” ...
WITH NBC AND
COMIC RELIEF FOR
RED NOSE DAY
On May 26, “Red Nose
Day” will be celebrated, and
M&M’s will partner with NBC and Comic Relief to
raise awareness and money
for the Red Nose Day Fund,
an organization which helps
lift children out of poverty.
Each day leading up to May
26, the brand will donate $1
to the fund up to $500,000 for
everyone who engages with
the #MakeMLaugh hashtag.
M&M’s kick-started the effort
with a $500,000 donation to
the fund. In 2015, M&M’s donated
more than $1.3 million
to Red Nose charities.
Read more NEWSMAKERS ...
Snacking has become a dominant
food trend in the last few
years, even crossing into the meal
replacement area for on-the-go servicemembers
and their families. The Marine Corps Exchange (MCX) has
noticed the uptick in activity in the
category, and has adjusted its assortment
to meet customer need.
“There is a lot of innovation in
the snack category,” explained Ashley
Davis, the buyer responsible for
food, candy and gourmet items in
the Marine Corps Nonappropriated
Fund Business and Support Services
Division (NAFBSSD). “MCX will
strive to be first to market on these
new items, and we will continue
to place special orders for new or
unique items through our distributors
McLane Co. and Coastal Pacific
Food Distributors.” ...
Read more TRENDY, TASTY AND TOP OF MIND ...
Pets are not only indispensable members of the
military community, they provide companionship
and a sense of normalcy to families who
often move from station to station or endure deployments
of family members.
Army & Air Force Exchange Service (AAFES)
Pet Buyer Marissa Tinoco reported that total fiscal
2015 sales in the Exchange pet departments around
the system reached $40.35 million, a 5.2-percent
increase from the $38.35 million in sales during the
prior year. Although this still-hot category outperformed
many others during the year, Tinoco added
that fiscal 2015 sales were flat to plan, and that being
said, all major pet subcategories thrived. ...
“Due to pet ‘parents’ being more educated about
what they are feeding their pets, along with advances
in food and health and wellness products, today’s
pets are living longer,” Tinoco noted. “In turn,
products that are focused on senior pets continue
to grow. Manufacturers have focused in on senior
diets with the aging pet population. More treats and
health and wellness products are targeting senior
Read more INDISPENSABLE MEMBERS OF THE MILITARY COMMUNITY ...