Kroger Saves Moms Time

Kroger is partnering with mommy bloggers to position its ClickList click-and-collect service as a way to save time during the back-to-school shopping season.The retailer shared a promotional video produced by Scary Mommy (see below) via YouTube on Aug. 1, Twitter on Aug. 2 and Facebook on Aug. 11. Kroger also sponsored posts on I Heart Naptime and Six Sisters' Stuff that plugged ClickList while sharing recipes for school lunches or after school snacks incorporating Kroger's store brand products and prepared food offerings. An Aug. 7 Facebook update linked to the posts.In other seasonal activity, Kroger offered free back-to-school vaccination assessment clinics on July 18, promoting the events with run-of-press ads in newspapers such as The Columbus Dispatch. Stanchion signs and display ads on websites such as newsobserver.com also promoted the retailer's vaccination services.Elsewhere in stores, themed pallet displays group products from Kimberly-Clark's Kleenex, SC Johnson's Ziploc and Clorox Co.'s flagship. Stanchion signs offer loyalty cardholders 10 "school essentials" from Acco Brands' Mead, 3M's Scotch, Newell Brands' Paper Mate and Elmer's, and Bic Corp.'s flagship for $10. Bic, Newell Brands and Hallmark Cards' Crayola command header cards in the seasonal section, which also is outfitted with category management systems from Newell Brands, dump bins stocking store brand hand sanitizers, and ceiling signs employing generic back-to-school themes.Supporting circular activity kicked off on July 6. Kroger is also using a back-to-school themed home page carousel ad to promote its Community Rewards program, which lets loyalty cardholders trigger donations to a local school, church or nonprofit organization of their choice by making purchases. Radio spots offer $5 off a $20 school supply purchase via a digital coupon.Several Kroger divisions are also running their own seasonal efforts:Kroger's King Soopers banner sponsored a back-to-school-themed post on food blog Muy Bueno that directed shoppers to its Hispanic-focused "Tu Mesa" microsite. The bilingual microsite encourages consumers to "Get an A+ in savings" by registering for a digital account and hosts recipe videos incorporating products from Unilever's Knorr and Hormel Foods' La Victoria along with digital coupons from those brands plus Smithfield Foods' Eckrich, Mars Inc.'s Snickers and M&M's, Conagra Brands' Chef Boyardee and Snack Pack, and Hormel Foods' Lloyd's. Kroger's Houston Division reprised its annual "Backpack Booster" cause campaign from July 19 to Aug. 1, selling $7 school supply kits to be donated to local schools and soliciting cash donations at checkout. Radio and local TV spots and a July 19 Facebook update promoted the campaign.The retailer's Cincinnati/Dayton division solicited $5 donations for Cincinnati-based nonprofit Crayons to Computers at checkout from July 2-22 in exchange for a six-pack of Mars candy. The nonprofit also held fundraising events at some stores in July with appearances by local radio stations and Kyle Greig from the Kroger-sponsored FC Cincinnati soccer team. Display ads on the website of Hearst Television's WLWT-TV and updates on Crayons to Computers' Facebook and Twitter pages supported the effort.

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