Kroger Fights Hunger Sustainably
Kroger this year added a cause component to its annual "Sustainability Lives Here" campaign, which ties in to the designation of April as "Earth Month."
Kroger expanded the value of digital coupons for sustainably-sourced and –produced products from $50 to $100, with the discounts offered on approximately 50 SKUs from brands including private label Simple Truth, Unilever's Seventh Generation, Coca-Cola Co.'s Honest Tea and General Mills' Muir Glen. Each coupon can be used up to five times in a single transaction between April 15 and May 5, and Kroger has pledged to donate a meal to Feeding America for every coupon redeemed (up to 1 million). Each coupon also contains a label showing the product's sustainability credentials such as Rainforest Alliance Certified or Fair Trade Certified.
Standees promote the campaign in stores and tout that the retailer's milk comes from local dairy farms and is packaged in jugs that have been redesigned to use 10% less plastic. Radio spots, display ads on websites such as comcast.com, a home page carousel ad, and Facebook and Twitter updates support.
Kroger also linked its hunger fighting efforts to sustainability with an April 27 Facebook update touting the retailer's "Zero Hunger/Zero Waste" initiative and pledging to donate $5 to the World Wildlife Fund (up to $100,000) for every consumer sharing an idea for how they reduce waste at home. Kroger additionally pledged to donate $1 to a school-feeding program operated through a Fair Trade Certified tea estate in Rwanda every time an April 23 Twitter or Facebook update about the initiative is shared.