CPG Partners Leverage Kroger for the Holidays

Kroger’s aisles were fully decked this holiday season with secondary displays from various CPG partners.Mondelez International’s Nabisco used an aisle display with a QR code to link to the entry page for a national “Delicious Wishes Gift Exchange” campaign. From Sept. 25 to Dec. 31, consumers could enter a sweepstakes awarding $10,000 as well as an instant-win game with 1,019 prizes, including Nabisco holiday products, an air fryer and a portable bonfire pit. Consumers could choose to forgo playing the instant-win game to instead receive an extra sweepstakes entry and trigger a $1 donation to Toys for Tots (up to $100,000). Southfield, Michigan-based Merkle handled the campaign.In the seasonal aisle, an endcap display grouped together stocking stuffers from confectionery brands including Mars Inc.’s M&M’s, Hershey Co.’s Milk Duds and Ferrero’s SweeTarts with a “Light Up Their Smiles” message.Campbell Soup Co. received plenty of secondary display space, with a “Holiday Market” aisle display stocking snacks from Pepperidge Farm, Archway and Snyder’s of Hanover. The same message was used on a dump bin stocking Pepperidge Farm stuffing, which was placed near a case stacker of Ocean Spray cranberry sauce. The dump bin also appeared in an aisle display near the meat department alongside store brand peanut oil and Kraft Heinz’s stuffing and gravy.Other seasonal CPG activity included:A cooler sign from Danone North America plugging licensed packing based on Dr. Seuss’ "How the Grinch Stole Christmas."A floorstand merchandising Clorox Co.’s Burt’s Bees gift sets.An Eos sidekick positioning the brand’s lip balms as stocking stuffers.A floorstand merchandising Coca-Cola’s seasonal cranberry Sprite.A pallet train from McKee Foods’ Little Debbie shaped like an actual train driven by Santa.

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