Launching a New Brand In a New Market
When America’s largest grocery chain needed to introduce its delivery-only business, Kroger Delivery, in South Florida, it tapped Sachs Media to make connections and come up with innovative ways to raise its profile.
We started by escorting Kroger executives on a tour of TV and radio stations from Miami to West Palm Beach, where we delivered Kroger goody baskets to news desks, yielding some instant interviews and coverage.
Leveraging our relationship, we negotiated philanthropic partnerships that produced both goodwill and positive visibility, including:
- Sponsoring Operation Hurricane Watch with iHeart Media to educate listeners ahead of any hurricane heading to South Florida while incorporating information about Kroger delivery.
- Securing a prime location at the Florida International University stadium during the first day of school celebration, introducing Kroger Delivery to more than 10,000 students, families, faculty, and staff and driving an increase in downloads and signups.
- Touring South Florida in partnership with WSVN with a Kroger truck and camera crew for three days around the holidays, to give 10 local families in need bountiful food baskets for their holiday dinner and $500 gift cards, finishing at the Ronald McDonald House Charities of South Florida, where we delivered two food baskets, extra holiday hams, and a $1,500 donation to stock up the charity’s pantry, resulting in prime-time, digital, and social media coverage.