Pringles Does 'Battle' at Kroger

Kellogg Co.'s Pringles earned a special place in the fall flight of Kroger's annual "Game Day Greats" campaign by running an exclusive "Battle of the Cans" contest.Consumers entered from Aug. 30 to Oct. 31 through a promotional website (battleofthecans.com), Twitter or Instagram by submitting a video of themselves or their high school band performing using a drum kit made out of the chip's iconic cans. A panel of judges selected 16 bands — one for each Kroger division — to win a $1,000 donation. One solo performer received a $1,000 store gift card and five runners-up received a $250 or $500 American Express gift card.A video posted to Pringles' YouTube channel on Aug. 28 (see below) introduced the contest, which was also plugged on the Game Day Greats campaign website. The Battle of the Cans website also hosted videos of the marching bands at Morehouse College and Clark Atlanta University performing using Pringles drum kits and consumers could vote for their favorite to win a $2,500 donation.Kroger's main campaign played out similarly to last year, centering on an instant-win game running on gamedaygreats.com from Aug. 28 to Sept. 27 that doled out 28,500 digital coupons for free SKUs from Pringles, Dr Pepper Snapple Group's Dr Pepper, PepsiCo/Frito-Lay's Tostitos, Home Market Foods' Cooked Perfect, Campbell Soup Co.'s Pepperidge Farm and Campbell's Chunky, Unilever's Hellmann's, Coca-Cola Co.'s flagship brand, and Mondelez International's Ritz, Wheat Thins and Triscuit. Brisbane, CA-based You Technology handled.In stores, pallet trains merchandising product from MillerCoors, Anheuser-Busch InBev, Dr Pepper Snapple Group, Coca-Cola Co., and PepsiCo were outfitted with account-specific case toppers from Coke and supported by campaign P-O-P materials spanning bilingual stanchion signs, balloons and standees dispensing recipes from participating manufacturers. Kroger also showcased private label Private Selection on themed floorstands.Account-specific ceiling signs from MillerCoors' Coors Light, regional spectaculars from Coke and PepsiCo, and national displays from Kellogg Co.'s Cheez-It and Hormel Foods' flagship added to the football theme.The marketing program also included radio spots, run-of-press ads in regional newspapers such as The Indianapolis Star and The Cincinnati Enquirer, displays ads on National Football League websites including houstontexans.com, circular features, email ads, and Facebook and Twitter updates.In chain-specific activity, spectaculars from PepsiCo at King Soopers activate their joint sponsorship of the National Football League's Denver Broncos and plug an exclusive "Backstage with the Broncos" sweepstakes. Consumers enter from Aug. 7 to Dec. 18 by calling or texting a designated number. Eight winners will receive tickets to a Broncos home game along with pre-game field passes and a stadium tour, while eight runners-up will each win a $50 gift card for shop.denverbrocos.com. Stanchion signs promise a free doughnut after every Broncos victory and plug licensed merchandise. Facebook updates tout the doughnut giveaway, which the chain runs every football season.Meanwhile, at Ralphs stores security wraps offer free admission to the "Ultimate Tailgate Experience" events the chain sponsors at University of Southern California and University of California Los Angeles games with purchase of $25 worth of SKUs from manufacturers including Procter & Gamble, Kraft Heinz Co., Mars Inc. and Hershey Co.

P2PI MEMBERS

JOIN P2PI

You May Also Like

7-Eleven, The Shoe Surgeon Team Up for Football Season

Reese's Plays With Dollar General's App