Kroger Reaches Daytona at Last

Kroger wrapped its seven-month lead-up to the historic Daytona 500 with a push from packaged goods partners.The NASCAR sponsor kicked off its "Great American Race" umbrella campaign in July 2007 to recognize the 50th running of the Daytona 500 on Feb. 17. (See Related Articles.) The program enlisted a bevy of national brands and included a dedicated web site that hosted giveaways, sold NASCAR merchandise and listed race information and recipes selected by drivers. Kroger reportedly projected the chainwide campaign to cost up to $100 million. The campaign enlisted a monthly presenting partner that was featured online and in store circulars. Partners included PepsiCo, Kraft Foods, and General Mills. The chain also paired with vendors to add the program's "50 Years" icon to packaging for nearly 50 products from Clorox Co., ConAgra Foods, Georgia-Pacific, General Mills, Kellogg Co., Kimberly-Clark, Kraft, Nestle, Pactiv and Unilever, as well as its own store brand. Retail Sports Marketing, Charlotte, NC, handled promotional activity.An ongoing rebate offer launched in July, dangling $2 off a $10 purchase of participating items. Circulars communicated the rebate, and items were designated by yellow shelf tags in-store. A sweeps from Nov. 10 to Dec. 8 awarded a trip for four to the race. Shoppers were automatically entered by using their loyalty card at checkout. The program was the "largest single activation" in the history of both Kroger and NASCAR, according to published reports, and included spots on Kroger's in-store TV (in the Houston market) and radio networks. (Periodic visits to Kroger stores by Institute staff members turned up little in the way of supporting P-O-P materials, however.)Promotional activity accelerated in the weeks before the race. Kroger paired with Kellogg's Cheez-It to place co-branded floorstands carrying the Feb. 11 issue of TV Guide, which had a NASCAR theme. Shoppers who bought the issue received a free box of Cheez-It. The brand's back-cover ad contained a holographic NASCAR image. The promotion runs Feb. 7-21 in 2,200 stores.Additionally, Coca-Cola produced limited-edition cans and packaging featuring legendary Daytona 500 drivers.In other activity, stores in Kroger's Mid-Atlantic region are hosting a sweeps with PepsiCo's energy drink brands. The sweeps awards a grand-prize trip package and three first-prize tickets to a Kroger-sponsored NASCAR race at Martinsville Speedway in Virginia. Shoppers are automatically entered with purchase of three Mountain Dew six-packs and a four-pack of Amp from Feb. 3 to March 1.In other news, Kroger began celebrating its own 125th anniversary by adding a commemorative logo to circulars and staging a special sale in January.Cincinnati-based Kroger operates 2,487 supermarkets in 31 states under the banners of Kroger, Baker's, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Gerbes, King Soopers, QFC, Ralphs and Smith's.

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