Case Study:
Kroger + NASCAR
Creative Concepting, Shopper Strategy, POS and Digital Design, Photography, Retouching/Compositing, Copywriting
CLIENT
Coca-Cola & Kroger
OPPORTUNITY
The Coca-Cola Kroger team came to Utöka to promote their Nascar Summertime Grilling campaign. The goal of this campaign was to inspire customers to get outside and grill with friends and family. We incorporated the outdoor/grilling style of a backyard Nascar party into our photography and recipes to achieve a cohesive summertime campaign.
THE OVERALL GOAL:
Scale Kroger’s ‘What’s For Dinner’ campaign with Coke’s NASCAR Partnership.
THE ASK
Working with the Kroger team at Coca-Cola, Utoka was tasked to created a Summertime Burger Grilling campaign that would drive an increase in purchase frequency among existing brand shoppers. The goal was to scale Kroger’s National ‘What’s For Dinner: Summertime Burger’ campaign with Coke’s NASCAR Partnership.
The campaign would need to be activated in store and online and include POS, Digital, Web, OOH and other tactics such as Waze integration, opening/closing cards for Tasty Videos.
Burger recipes were featured for 4x weeks at a time over the course of the summer.
The in-store activation put printed recipe cards along with all of the necessary ingredients and Coke products on display together to inspire shoppers to think about an easy Summertime meal option.
INSIGHT
54% of Kroger shoppers are looking for simple, easy-to-prepare foods and 32% say they look to their stores to provide ideas for meal & snack solutions.
Coca-Cola over indexes with hamburgers (149 index) and 76% of shoppers that buy regular carbonated soft drinks also purchase ground beef
Coca Cola’s Sparkling Soft Drink Portfolio dominates in Home Entertainment with Kroger Shoppers with 48% share. When you add a meal occasion, that share increases to 53% share.
What We Did
We created a campaign that inspired customers to get outside and grill with friends and family. Incorporating the outdoor grilling style of a backyard NASCAR party OR tailgating event into our photography and recipes to achieve a cohesive summertime campaign that spoke to shoppers both in store and online.
DIGITAL ELEMENTS
Digital banner ads drove to a landing page on Kroger.com featuring NASCAR drivers’ favorite burger recipes and shoppable ingredients.
IN-STORE
The campaign featured, among other deliverables, in-store cooler displays at Kroger that included all the ingredients needed for the recipes.
The Results
The Coke brand was able to receive incremental placements in the Meat and Seafood section by pairing Coca-Cola NASCAR program with the Kroger "What's for Dinner" grilling program.
By creating a sense of purpose and authenticity through the joint program, shoppers were inspired to spend time tailgating at home or a NASCAR speedway grilling up these tasty recipes that paired perfectly with Coke.
