Kroger Throws Another Barbecue
After two years of experimenting with different summer campaigns, Kroger has revived the "Red, White & Barbecue" program it introduced in 2015.
The effort kicked off in April with ceiling signs drawing attention to seasonal sections, which are stocked with patio furniture, coolers and other products geared towards outdoor entertaining. The theme also appears on standees, base wraps and spectaculars plus framed signs and floorstand signs spotlighting a series of bulk-purchase incentives. Kroger offered loyalty cardholders $3 off the purchase of six eligible SKUs from June 13-26 and $5 off when they bought five qualifying items from May 30 to June 12 or July 11-24. The sales covered nearly the entire store, incorporating brands including Procter & Gamble's Tide, Nestle's Stouffer's, Unilever's Suave, Campbell Soup Co.'s Pepperidge Farm and Coca-Cola Co.'s Hubert's Lemonade.
The annual s'mores summer collaboration between Mondelez International, Hershey Co. and Kraft Heinz Co. is receiving special attention at Kroger with stanchion signs and pallet displays offering loyalty cardholders a free bag of Kraft's Jet-Puffed marshmallows with purchase of a box of Mondelez's Honey Maid graham crackers and select SKUs of Hershey's Reese's or flagship brand. Red, White & Barbecue balloons are affixed to floorstands stocking all three products.
Alcoholic beverages received their own spotlight with a "Summers Are for Sipping" message appearing on base wraps and shelf talkers that call out product from brands including E. & J. Gallo Winery's Barefoot, Mark Anthony International's Mike's Hard Lemonade and The Absolut Company Aktiebolag's flagship.
Elsewhere in stores, the Red, White and Barbecue theme appears on stanchion signs directing shoppers to a campaign microsite that hosts seasonal recipes, grilling tips, cooking demonstration videos (see below) and digital coupons for brands including private label Heritage Farm, Conagra Brands' Reddi-wip and Mondelez International's Ritz.
The massive marketing campaign also incorporates radio and TV spots (see below), display ads on websites including YouTube and tvguide.com, circular features, carousel ads on chain home pages, and Facebook and Twitter updates.