Kroger, Purina Build a 'Joyful' Partnership

While much of the account-specific manufacturer activity at Kroger is limited to fitting into the supermarket operator’s own promotional calendar or participating in ongoing bulk-purchase incentives, there still is opportunity for real collaborative programs. Just ask Nestlé-Purina.The St. Louis-based packaged goods maker has been proving for years that a common goal – in this case, improving Kroger’s reputation as a destination for pet-care purchases – and some available marketing assets can fuel a long-term relationship with the nation’s largest supermarket company.The evidence has been around since at least 2008, when Purina and Kroger began a fruitful relationship by staging a two-week “Tales for the Pet Lover’s Heart” contest that promoted their joint sponsorship of “Four Plus Two: Tales of the Pet Lover’s Heart,” a documentary produced by Blind Squirrels Production Group, Cincinnati, for WGN America.Contest entrants used a dedicated website to submit photos of themselves with their dogs or cats and short essays describing how owner and pet “make life better for each other.” A panel of judges chose the grand-prize winner, who received a year’s supply of Purina Cat or Dog Chow and a portrait of her and her pet by artist C.F. Payne.The initial campaign’s success led the partners to double the length of a follow-up promotion in 2009 to four weeks and add a dedicated Facebook page to the communications. The partners also ramped up the cause overlay by pledging $150,000 to local animal welfare organizations versus the $100,000 donated during the inaugural run.The sophomore effort’s marketing plan also encompassed endcap headers, shelf signs and stanchions in stores, along with a fresh version of the TV special and 650,000 direct mailers to Kroger shoppers. In 2010, a third flight repeated the TV portion while centering on a contest in which animal welfare organizations submitted two-minute videos to vie for a $50,000 donation.For 2011, the partners renewed their $150,000 pledge to 20 animal welfare organizations across the U.S., but discontinued the namesake TV special. They also promised an additional $1 donation (up to $25,000) for every funny pet story posted to the promotional website.In addition, a sweepstakes awarded $50,000 to an animal charity of the winner’s choice and free groceries for one year (in the form of 52 $100 Kroger gift cards.)That campaign also aligned the cause and sweepstakes components through one of Kroger’s most popular tactics: the bulk-purchase incentive. Store loyalty cardholders received a coupon providing $3 or $5 off a future receipt when they bought $25 or $30 worth of products for Purina brands including Beneful, Fancy Feast, Friskies, Purina and Tidy Cat. Stanchion signs, violators and danglers presented the offer in stores.Love Brings JoyThe partners finally concluded their “Tales” in favor of “Joyful Pet Moments,” a program that taps into Kroger’s increased focus on digital coupons for loyalty cardholders. Launched in May 2012 at 15 of the retailer’s 21 banners including Ralphs, Smith’s, Fred Meyer and King Soopers, the first “Joyful” program asked cardholders to share stories or photos of their pets to enter a sweepstakes awarding free Purina SKUs via digital coupons.The program returned in spring 2013 in a “Bundles of Joy” instant-win game that doled out 10,000 coupons. Cardholders played the game by answering questions about their pets on a centralized promotional website (operated by You Technology, San Francisco). Five thousand dog and cat owners apiece won a coupon that could be loaded directly onto their card. Display ads running throughout chain-specific websites linked to the entry page.The partners tied the spring program into a bulk-purchase incentive. Account-specific shelf talkers and floor clings (via New York-based News America Marketing’s SmartSource program) sporting the official “Joyful” logo promised $10 off a future store receipt (via checkout coupon) with purchase of $40 worth of Purina products.Rather than relying on the promotional spikes generated by larger, annual campaigns, these smaller-scale promotions allow Purina to keep its products in the spotlight at Kroger year-round and better adapt the activity to align with its own marketing initiatives, such as supporting a new product launch. It also helps Kroger maintain its profile among pet-owning shoppers.To those ends, a “Make ’em Smile” promotion running this summer had cardholders playing an instant-win game that awarded 3,006 coupons for a free SKU of new Beneful Healthy Smile dog treats. Players were also entered into a sweepstakes awarding a grand-prize package comprising a camera and professional photo session for the winner and her pets. Ten runners-up received cameras.

Kroger, Purina Build a 'Joyful' Partnership

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