Kroger Health Case Study: Turning NASCAR Sponsorship into 1 Million+ Community Health Engagements

How BAM helped Kroger Health educate shoppers, drive pharmacy visits, and increase vaccination rates — all while covering program costs through co-marketing partnerships.​

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The Challenge​

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Kroger Health had expanded the services offered through their in-store pharmacies, but shoppers didn't know about it. They needed a creative, high-reach strategy to educate consumers at scale — one that went beyond traditional advertising and met people where they already were.

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The Approach​

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BAM designed a fully integrated sports sponsorship and mobile tour program built around Kroger Health's NASCAR presence. We procured a race team sponsorship and sponsored races under budget, then built and deployed a branded mobile pharmacy trailer that traveled to 180 high-traffic community events nationwide.​

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At each stop, consumers could access on-site biometric screenings, vaccinations, nutritionist consultations, and "healthier for you" product sampling — bringing the pharmacy experience directly to the community.​

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To extend reach beyond the events themselves, BAM leveraged the race driver to produce social media video content, amplifying the program digitally. We also procured pharmaceutical and "healthier for you" food brand partners to co-fund the initiative, effectively covering the program's cost.

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The Results​

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🏁180 community events nationwide

👥1,000,000+ consumer engagements

💉54% increase in vaccination rates for participating pharma partners

Services Provided Sponsorship Procurement · Mobile Exhibit Tour · Public Relations & Social Media · Co-Marketing Partner Procurement · Program Measurement

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Why It Worked

The SHAN program succeeded because BAM designed it to solve three problems simultaneously — for Kroger Health, for pharmaceutical partners, and for the consumers it served. For Kroger Health, the program created a scalable mechanism to introduce expanded pharmacy services to consumers who didn't yet know they existed. By meeting shoppers at community events rather than waiting for them to walk into the store, BAM dramatically expanded the program's reach beyond what traditional in-store marketing could achieve. For pharmaceutical co-marketing partners, the mobile tour provided a measurable, face-to-face channel for driving vaccination awareness and product trial — categories where personal interaction and trust are essential. The 54% increase in vaccination rates among participants demonstrates what happens when health education reaches people in environments where they are already engaged and comfortable. For consumers, the program brought meaningful health services — biometric screenings, consultations, vaccinations — directly into their communities. The NASCAR sponsorship provided a recognizable, high-energy anchor that gave the mobile trailer instant credibility and drove foot traffic at every stop. The co-marketing funding model made this level of investment sustainable. By securing pharmaceutical and health-food brand partners to share program costs, BAM ensured that Kroger Health received a fully funded, turnkey activation — not a pilot program with a budget ceiling.

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Ready to bring your health or wellness brand directly to consumers at scale? BAM has the relationships, infrastructure, and proven mobile tour model to activate your brand at hundreds of community events nationwide — and the co-marketing expertise to make those programs self-funding. Contact BAM to explore how the SHAN framework can be adapted for your brand's outreach objectives.