More Friends Join Kroger's 'March to Savings'

Kroger expanded its annual company-wide "March to Savings" instant-win game beyond National Collegiate Athletic Association sponsors Coca-Cola Co., Hershey Co. and Mondelez International this year, with Kraft Heinz Co., Palermo Villa and Tyson Foods joining the effort.The retailer's loyalty cardholders entered the game from March 13 to April 4 by choosing their favorite of two party snacks on a promotional website operated by Brisbane, CA-based You Technology. This year, Kroger ditched the sweepstakes and bulk-purchase incentive components of the promotion while expanding the game's prize pool to 10,000 digital coupons for free SKUs from the partnering manufacturers. The website also hosted downloadable coupons for the sponsors' brands and private labels plus party-focused recipes incorporating relevant products.Stanchion signs promoted the effort in stores. Carousel ads on chain home pages and ads in multiple emails linked to the promotional website. Display ads on the websites of regional newspapers such as The Atlanta Journal-Constitution supported.The March to Savings theme also appeared in circular features spotlighting products from participating manufacturers along with prepared foods and party items from brands including Anheuser-Busch InBev's Bud Light Lime, Schwan's Consumer Brands' Red Baron, PepsiCo's Mountain Dew Kickstart and Kellogg Co.'s Keebler.In regional activity, four North Carolina stores hosted March to Savings events in their parking lots from March 16-19 that incorporated food samples, coupon giveaways, games and a chance to win tickets to the Division I Men's Basketball Tournament games in Raleigh, NC, on March 17 and 19.The retailer additionally partnered with Memphis Publishing's The Commercial Appeal to sponsor a "College Hoops Challenge" contest. Consumers in the newspaper's circulation area entered from March 13-17 by submitting a bracket guessing the winners of each round of the tournament. The entrant with the most accurate bracket after each round won an Apple iPad mini 2 (ties were broken randomly).

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