With unique advertising placement opportunities popping up everywhere in recent years (e.g., on personal cars, shopping carts, etc.), it's not surprising Grabb-It is finally landing some huge deals for it's innovative shopping bag holder/advertisement. The Grabb-It handle has been tested in grocery store chains including Ralph's (a division of Kroger), Publix and Price Chopper, and Grabb-It is scheduled to roll out to all of the grocery stores in these chains in July. Nestle, the Los Angeles Dodgers and Six Flags have also signed deals with Grabb-It.
So what exactly is this contraption? It's actually quite clever. I have seen similar products made from plastic at the annual Premium Incentives Expo at the Jacob Javitz Center, but Grabb-It's design, which uses glossy cardboard to slip over the handles of plastic shopping bags seems quite cost-effective. Advertising messages are printed on both sides, so advertisers have quite a bit of space to work with to communicate their messages. Coupons and discounts for products sold at stores that use the Grabb-it would be a perfect investment for advertisers. Altivity, who created the Grabb-it, plans to pursue getting the Grabb-it in all retail stores that use plastic shopping bags including Target, Office Max and more.
Interestingly, the Grabb-it also helps the environment by allowing more items to be packed in each plastic shopping bag thereby reducing plastic bag waste. Additionally, Altivity provides a free spot in each box of 400 Grabb-its for the National Center for Missing and Exploited Children. Now, that's good will.
I think marketers will love the Grabb-it, particularly when their ad ties into the store or event where the Grabb-it is used. Of course, advertising is everywhere, and most people are desensitized to it. However, the fact that consumers will bring the Grabb-it home with them, and they have to physically handle each one gives the Grabb-it a unique presence in terms of ad placement.
What do you think about the Grabb-it?
More information about the Grabb-It:
How Does This Grab You? Handle Ads for Plastic Grocery Bags (Brandweek)
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