CASE STUDY: Kroger dairy [renewal]

The Case

The 2nd largest grocer in the U.S. wanted to boost their dairy category sales and encourage customers to connect in a meaningful way with one of their most important departments.

The Challenge

As most grocers carry similar products at similar prices, a differentiating approach was needed to create new brand loyalty.

The Approach

Because Kroger has owned and operated their own dairies for over 75 years, an inherent opportunity presented itself. Concentric (in conjunction with MatchPoint Marketing) launched “Fresh for Life,” a three-year campaign featuring in-store and mass media elements. Brand building and promotional in nature, the campaign was designed to tap into an emotional connection between dairy products and our childhood memories. Rationally, the campaign also addressed the freshness and nutrition benefits offered by a “direct to market” dairy.

Key Action Steps

• Re-Positioning
• Department Redesign
• In-School Child & Parent Targeting Program

• National Advertising Campaign
• In-Store Consumer Takeaway Communications
• Parent Focused Magazine Inserts

The Results

What started as an in-store initiative grew into an annual plan and one of the chain’s three major corporate marketing initiatives that year. Twenty-one of the largest dairy manufacturers participated. Budgets were increased by over 50 percent following launch based on participating brand satisfaction. Stale sales trends were reversed and dairy category sales grew 6% faster than total company growth.