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