The nation's largest grocery retailer had numerous brands who sponsored NASCAR teams, each bringing different promotion elements to Kroger and asking for merchandising support. Kroger asked BAM to develop a comprehensive approach that worked within the Kroger Sales Planning system and delivered integrated support to deliver meaningful sales growth for Kroger and the NASCAR brands.

 

BAM services provided: Research and sponsorship procurement, co- marketing partner procurement, sales training and retail presentation materials, point of sale materials, public relations support, regional activation tour build & execution, program fulfillment and measurement.

 

Solution

• BAM researched all grocery manufacturers who promoted through NASCAR

• BAM devised a promotion platform that would seamlessly integrate with Kroger's sales planning process while providing measurable value for both Kroger and participating grocery brands.

• Kroger receives a valuable national sponsorship asset while manufacturers receive brand promotion support, including:

  • Co-branding on the race car during valuable national TV broadcasts in the nation's second-largest spectator sport

  • Additional in-ad features and in-store displays

  • Kroger Precision Marketing assets

  • Highlighted digital support on Kroger.com

  • Regional display support in race markets during race weekends

  • Off-site business planning sessions with Kroger leaders and participating brand leaders

  • Kroger-assisted post-promotion analysis

 

Results

• Everyone involved in the Kroger NASCAR promotion wins with a positive return on investment.

• Kroger seen as the retailer of choice with avid NASCAR fans

• The program is in year 12 and continuously improves with great collaboration between Kroger and the participating brands.