Kroger has united dozens of CPG manufacturers across various categories for a gaming-themed “Points Rewards Plus” campaign.\r\n\r\nLoyalty cardholders who spend $30 on eligible SKUs during a one-month period between Feb. 16 and Dec. 31 receive 1,000 points redeemable for prizes (including free or discounted SKUs, video games, downloadable game content and game gift cards) via PointsRewardsPlus.com. The website hosts a pair of digital games as well as recipes from select participating brands, including Nestle’s Butterfinger, Hormel Foods’ Planters and McCormick Co.’s flagship.\r\n\r\nA homepage display ad running on Kroger chain websites plugged the campaign at launch, directing shoppers to a promotional page within spotlighting the program as well as \u0026quot;Gamer-Favorite Essentials\u0026quot; from participating brands including Kellogg Co.’s Pringles and Kraft Heinz’s Kraft Mac \u0026amp; Cheese. Shoppers are reportedly also notified when they earn points on their receipts, which direct them to PointsRewardsPlus.com.\r\n\r\nKroger also hosted “Gaming Tour” events at select stores, incorporating games, prizes, sampling and coupon giveaways.\r\nKellogg doubled up on targeting Kroger families with kids with its own account-specific activity. The manufacturer gave Kroger an overlay to a national promotion that offered 350 Minecraft Minecoins to Kellogg’s Family Rewards members who bought an eligible SKU from March 28 through July 21. Shoppers who made the purchase at a Kroger store from April 29 to July 21 also were given an exclusive in-game item. A display ad on the Points Rewards Plus website promoted the incentive. (Hy-Vee also received a similar overlay.)\r\n\r\nThe manufacturer\u0026#039;s national effort additionally included a cause component.\r\n\r\n\u0026quot;We’re also inviting consumers to help create Better Days for kids in an underserved community by joining our Build for Better contest,\u0026quot; Zion Doran, senior director of integrated promotions at Kellogg, told the Path to Purchase Institute. \u0026quot;Players can build the playground of their dreams on Minecraft and submit their designs for a chance to inspire the building of a playground in real life. We’re partnering with Kaboom!, a nonprofit that aims to end play space inequity by building kid-designed play spaces that can spark joy, to choose a winning design and bring it to life later this year. This program is one of the ways Kellogg is aiming to create better days for 3 billion people by 2030 as part of our Better Days global ESG platform.\u0026quot;\r\n\r\nMarketing support included digital, organic and paid social, influencers and retail media. In-store elements spanned promotional packaging, licensed food products, displays and signage. Haygarth served as the promotional agency.