Mondelez Doles Out Football Jerseys at Kroger
What’s new: Mondelez International activated its National Collegiate Athletic Association sponsorship during college football season with a “Hometown Touchdowns” sweepstakes, earning the spotlight at Kroger by giving the retailer an exclusive overlay.
Where shoppers get value: Shoppers could enter the sweeps from July 28 to Oct. 31 by inputting a universal product code from a qualifying SKU at HometownTouchdowns.com. The grand prize was a meet-and-greet with an unspecified “football legend” for the winner and 10 guests. The sweeps’ runner-up prizes were three autographed college football jerseys and 10,200 Fanatics promo codes for $5, $10, or $200.
Items purchased at Kroger also earned entries in a sweeps awarding four winners with “jerseys for life” in the form of annual $200 Fanatics promo codes for 60 years.
Million Dollar Media, Woodbridge, New Jersey, administered the sweeps.
What we saw: An aisle display stocking Ritz, Oreo, Chips Ahoy and Honey Maid touted the sponsorship and Kroger exclusive prize, using a QR code to link to the entry website. The display also incorporated Halloween-themed floorstands positioning Oreo and Chips Ahoy as “No-brainer snacks.”
Additional support: Mondelez promoted the national sweeps on Instagram with paid posts from Ohio State safety Caleb Downs and UCLA kicker Cash Peterman.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
