Kroger Ramps Up the Madness

Kroger significantly increased the scale of its annual "March to Savings" instant-win game this year, expanding from six to 18 participating manufacturers providing a prize pool of 60,000 digital coupons for free product.In stores, stanchion signs and standees plug the promotion, the latter decorated with balloons and dispensing recipe books. The P-O-P materials directed shoppers to a promotional website operated by Brisbane, CA-based You Technology, where they can play the game from March 5 to April 6. The website also hosts downloadable coupons for private-label SKUs along with products from the eligible brands including Kraft Heinz Co.'s Velveeta, Procter & Gamble's Bounty, Georgia-Pacific's Dixie and Campbell Soup Co.'s Pepperidge Farm. It additionally hosts recipes for party snacks and drinks from a bevy of brands including PepsiCo's SmartFood, Mondelez International's Ritz, Home Market Foods' Cooked Perfect and Rich Products' Farm Rich.Radio spots, display ads on YouTube and websites such as boxingscene.com, run-of-press ads in newspapers including The Atlanta Journal-Constitution, circular features, and ads in multiple emails supported the campaign.Official National Collegiate Athletic Association Division 1 Men's Tournament sponsors Hershey Co., Unilever, Mondelez International, Coca-Cola Co. and Fairlife enjoyed significant secondary display space with standees, endcaps, cooler headers, floorstands and spectaculars. Stanchion signs promoting the March to Savings campaign were also positioned next to a basketball-themed spectacular from PepsiCo/Frito-Lay.

Kroger Ramps Up the Madness

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