Kroger is partnering with NASCAR on new promotion that aims to communicate with racing fans.
Rookie driver Ryan Preece will call out Kroger's expanded grocery delivery options and highlight groups of products found at the retailer on his No. 47 Chevrolet Camaro ZL1 race car. It is one of two cars owned by JTG Daugherty Racing participating in NASCAR's Cup Series with Kroger as a participating sponsor. The partnership was unveiled this week as drivers and teams prepare for the new racing season beginning in February.
Each month, Preece's vehicle will display the Kroger logo and branding for products that fit into a retail-driven theme, including snacking occasions coinciding with Kroger's National Frozen Foods Month in March; cleaning products in April; healthcare in May; grilling in June and July; back-to-school; healthy meal solutions; and slow cooker-friendly recipes as the weather turns colder.
The promotion will include mobile ads encouraging shoppers to text a keyword that will direct them to sweepstakes opportunities and savings for the brands highlighted that month at Kroger.
“We are fortunate to work every day with innovators in the retail industry,” said Tad Geschickter, JTG Daugherty Racing team owner. He said he believes the new approach will deliver "great engagement with our NASCAR fans and will create positive sales results for Kroger and our brand partners."
"I can’t wait to see the whole thing come to life on the racetrack," he said. "It’s time to win races and sell cases in 2019."