Kroger, Oikos Draft Another NFL Program

Danone North America's Oikos Triple Zero is activating its sponsorship of the National Football League Draft with an “Extra Point” instant-win game and sweepstakes at Kroger.Kroger loyalty cardholders can play the Oikos “Extra Point” instant-win from Feb. 10 through March 23 by visiting microsite oikosextrapoint.com and following instructions to kick a virtual football through a goal post. The game awards 500 $10-, 100 $25- and 50 $50-nflshop.com gift cards or, for those that do not win, a digital coupon for 50 cents off an Oikos protein-packed SKU. Participants are automatically entered into the corresponding sweepstakes awarding a pair of tickets to the NFL Draft in Paradise, NV, April 23-25. Inmar – YouTech, Daly City, CA, administers the sweeps, game and microsite.The game and sweeps is an "evolved version" of the Oikos "Flavor Draft" program the brand ran at Kroger in early 2019 and 2018, Courtney Donohue, Danone's Shopper Marketing Manager, Kroger, told the Path to Purchase Institute. The Flavor draft program encouraged shoppers to vote on one of three flavors for Oikos Triple Zero and enter a sweepstakes to win a trip to watch the NFL Draft or one of 200 nflshop.com gift cards. The winning flavor also rolled out exclusively to Kroger stores. "I believe it’s important to continue to bring new and different marketing solutions to our retail partners and thought [the Extra Point program] would be a great way to keep shoppers engaged and amplify our Oikos and NFL partnership," Donohue said. Similar to last year, Millennial men and women are the program's target demographic. Donohue also added that the Oikos shopper finds protein "to be a top priority in their diet, so this insight is what helped drive the creative and approach on who [we're] reaching through targeting efforts." The marketing campaign this year tapped social influencers and bloggers Katie Cooksey (of the "Kroger Krazy" blog) and Wendy Traylor. Both influencers plugged the sweeps across their social media channels with Traylor, for example, positioning Oikos as an ideal protein-packed meal and her "favorite on-the-go breakfast" when paired with private label Simple Truth granola. The campaign also included: a full-page ad in Hour Media Group's Cincinnati Magazine,Facebook ads via Kroger Precision Marketing,in-store violators and bunker displays.

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