Kroger Takes the Game Out of March Madness
Kroger ditched the instant-win game component of its annual "March to Savings" campaign this year, instead using digital coupons and a bulk-purchase incentive to capitalize on the March Madness season.
Activity kicked off on March 8 with features in chain circulars offering loyalty cardholders $4 off the purchase of four SKUs from brands including Hershey Co.'s Hershey's, Dr Pepper Snapple Group's 7Up and Diamond Foods' Pop-Secret. Promotional pages within chain websites hosted digital coupons from Hershey, Mondelez International's Nabisco, Coca-Cola Co., Red Bull, Johnson & Johnson's Motrin, McNeil Consumer Pharmaceuticals' Pepcid, BA Sports Nutrition's BodyArmor and Tyson Foods' Ball Park along with recipes and party hosting tips. The pages also facilitated ordering of deli platters and other products through the ClickList click-and-collect program. Carousel ads on chain home pages and email ads linked to the page.
In stores, Kroger used the March to Savings theme on half pallets cross-merchandising Kraft Heinz Co.'s Velveeta and Conagra Brands' Ro-Tel as components for a game day dip. Nabisco, Hershey and Bridgford Foods also received secondary placement with themed national displays.
Outdoor billboard ads and run-of-press ads in newspapers including The Atlanta Journal-Constitution rounded out the campaign.