Kroger Finds Many Ways to Be Green

Kroger tied in to the April 22 observance of "Earth Day" with a variety of promotions.In stores, security wraps and standees using a "Sustainability Lives Here" theme touted the retailer's eco-friendly practices and directed shoppers to a promotional web page operated by Brisbane, CA-based You Technology that offered more than $50 worth of digital coupons for organic and natural products from brands including Coca-Cola Co.'s Honest Tea, WhiteWave Foods' Horizon, Nature's Path Foods' EnviroKidz and Clif Bar & Co.'s flagship. Each coupon could be redeemed up to five times in a single transaction.The web page also hosted recipes, craft ideas and tips for recycling food waste. Radio spots, display ads on the websites of regional newspapers such as the Knoxville News Sentinel, a full-page feature in chain circulars the week of April 21, carousel ads on chain home pages, an ad in an April 22 email and Twitter updates supported.Kroger also ran a pair of related sweepstakes supported with Facebook and Twitter updates:Consumers entered the first sweeps from April 20-26 by posting how they are "going green around the house" on one of the retailer's Facebook or Twitter pages. One winner from each of the retailer's 13 participating chains received a cleaning product from Simple Truth — the natural private label expanded beyond food in January — and a store gift card.A second sweeps running from April 22-28 had consumers enter by sharing a picture of an item they made using recycled products on Facebook or Twitter. The same number of winners received a prize package from Seventh Generation.Some stores also used the occasion to sample organic products or host other green activities such as a bag recycling drive.

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