Kroger Sticks with Coke for 'Heroes'

Kroger changed strategies for its annual company-wide "Honoring Our Heroes" cause campaign, eschewing its typical lineup of CPG sponsors in favor of a single partnership with Coca-Cola Co.Reprising last year's exclusive overlay to Coke's national "Share A Coke" campaign, the partners are donating a Coke (up to 100,000) to military personnel for every click on a promotional page within honoringourheroes.com. The page also hosts recipes incorporating Coke and a thank you video from NASCAR driver Danica Patrick, whose No. 10 car with Stewart-Haas Racing is sponsored by Coke Zero. (See below.)Floorstands positioned near checkout promote the national campaign. Twitter updates tout the cause component.Additionally, in lieu of its standard scale event where purchases of sponsoring brands trigger donations to the USO (United Service Organizations), Kroger pledged to match contributions (up to $1 million) made through the campaign website or in-store coin boxes. Shoppers can purchase $5, $10 or $15 store gift cards to be donated to the USO. Kroger also provided barbecue meals to soldiers serving at three military bases in Kuwait and Germany between May 30 and June 5; some stores sponsored barbecues hosted by local USO centers.Rack and stanchion signs direct shoppers to the campaign website while side panels affixed to gift card racks encourage donations. Shelf talkers from Bacardi Limited (via News America Marketing's SmartSource network) promote the manufacturer's own USO sponsorship. Themed banners from MillerCoors' Miller Lite add to the patriotic atmosphere.The campaign also incorporates radio spots, carousel ads on chain home pages, and Facebook and Twitter updates. It kicked off last month with no end date specified.Kroger has raised $11.9 million for the USO since Honoring Our Heroes began in 2010.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Coke Elevates Black-Owned Brands at Target

Brands Join Stop & Shop's Fight Against Student Hunger