Kroger Finds Many Ways to 'Bring Hope'

Kroger used a variety of tactics to raise funds for Feeding America during the annual holiday activation of its "Bringing Hope to the Table" platform.In collaborative activity, the retailer partnered with Kellogg Co.'s Special K to donate a meal (valued at nine cents) for every two SKUs purchased from Nov. 6-19. Kellogg guaranteed a minimum donation of $31,500 and capped its contribution at $40,000. SmartSource shelf talkers promoted the fundraiser using the same "Fortify for What's Ahead" message the partners employed during their Breast Cancer Awareness Month cooperative campaign.On the scocial media front, Kroger is rallying consumers to post a photo of an empty plate with the hashtag #PictureYourPlate on Twitter, Instagram or Facebook from Nov. 1 to Dec. 31 to trigger a donation of the equivalent of 1,000 meals (with a maximum donation of $300,000 and floor of $250,000). Stanchion signs promoted the campaign in stores with updates on all three social media platforms and a carousel ad on chain home pages supporting.In store, the reailer solicits donations of $1, $5 or $10 for local food banks at checkout. TV and radio spots support. Standees plug the fundraiser and stock third-party gift cards along with Bringing Hope to the Table cards that can be purchased for a $2 or $5 donation.A video posted on Kroger's YouTube channel on Dec. 2 that the retailer has donated more than 1 billion meals to food banks in the past four years. (See below.)In other cause-related activity, some Kroger stores in the Cincinnati market partnered with local radio stations to host toy drives for area nonprofits. Others participated in The Salvation Army Angel Tree Program, with trees stocked with tags that shoppers can buy for $25 to provide groceries to a family in need.

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