Brands Helped Kroger 'Score Big' During March Madness
What’s new: Kroger united nearly 20 brands for a “Score Big” sweepstakes and cause campaign that informally tied in to March Madness.
What we saw: A pallet display that stocked SKUs from brands including Kraft Heinz Co.’s Velveeta, McCormick & Co.’s Frank’s RedHot and The Campbell’s Co.’s Snack Factory positioned the retailer as a place “where basketball fans always win.” The display touted that purchases of participating products triggered an unspecified donation to local athletic organizations. A QR code linked to a campaign website hosting recipes from brands including Newman’s Own, Clorox Co.’s Hidden Valley and Bush Brothers and Co.’s Bush’s Best.
Where shoppers get value: The website also hosted a sweepstakes from March 3 to April 7 that awarded a grand prize of $5,200 for a year of groceries. Four runners-up received a $500 store gift card, eight got a $250 card and 64 received a one-year membership to the retailer’s Boost premium loyalty program. Retail Sports Marketing, Charlotte, North Carolina, administered the promotion.
Additional support: Kroger enlisted influencers including Jasmine Camble and Nikki Vera Brown to promote the campaign with paid Instagram posts.
Related activity: Elsewhere in stores, basketball-themed spectaculars from Kellanova grouped together Pringles, Club, Cheez-It and Town House and encouraged shoppers to “make a winning party play.” Mondelez International activated its NCAA sponsorship with spectaculars promoting a sweepstakes awarding a trip to the Final Four.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
