General Mills Tops Off Kroger's BTS Marketing

Kroger kicked off back-to-school marketing with an exclusive sweepstakes from General Mills leveraging the manufacturer's evergreen "Box Tops for Education" cause platform.Consumers enter from July 22-31 through chain Facebook pages. One winner from each of the supermarket operator's 19 divisions gets 5,000 Box Tops credits for the school of their choice. Washington, D.C.-based iStrategyLabs handles.The sweeps is promoted on a seasonal "Bright Ideas" microsite operated by Brisbane, CA-based You Technology that also hosts digital coupons for school supplies and packaged foods plus offers breakfast and lunch recipes incorporating brands such as Coca-Cola Co.'s Minute Maid and Hershey Co.'s Reese's. Carousel ads on chain home pages link to the microsite.In stores, the Bright Ideas theme is depicted on ceiling signs in seasonal aisles where Hershey Co. earns secondary merchandising in dump bins alongside more conventional back-to-school products. Bic Corp. supplies account-specific pallet displays. Stanchion signs offer loyalty cardholders free crayons, pencils and a pencil box with the purchase of select $9.99 kids backpacks. National displays from Hallmark Cards' Crayola, Newell Rubbermaid and Pilot Pen Corp.'s flagship brand add to the seasonal theme.Multiple features in chain circulars on July 16 and 22 used the Bright Ideas theme to offer deals on store-brand products along with SKUs from 3M's Scotch-Brite, Procter & Gamble's Duracell and Top Flight Inc.'s flagship. Run-of-press ads in local newspapers such as the Dayton [OH] Daily News and The Courier-Journal in Louisville, KY, and display ads on those publications' websites round out the marketing campaign.In regional activity, Kroger on July 21 gave Macon, GA, teachers $20,000 worth of school supplies including copy paper, construction paper, markers, tape and disinfecting wipes.

General Mills Tops Off Kroger's BTS Marketing

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