Kroger

Goal/ Objective:

Maintain dominant market share and show continued community support, while driving traffic to local retail locations.

Strategy:

Create an integrated Ohio State Fair marketing program.

• Primary advance ticket outlet and only retail source for advance midway ride wristbands.
• Largest distributor of Program Guides statewide.
• Kroger Day at the Fair, offering Kroger Plus card holders special gate admission for entire family.
• Trial & Awareness programs for various private label products to tens of thousands of consumers.
• Sweepstakes opportunities to reward consumers and drive traffic back in-store.

Results:

• Nearly 100,000 consumers purchase advance sale tickets through participating Kroger stores.
• Close to 20,000 Kroger Plus card members took advantage of the admission discount on Kroger Day in 2006.