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Amplify Brand Initiative Case Studies
Case study: The Wellness Experience By Kroger
Assignment
Assigment
Create a Kroger Racing presence at The Wellness Experience by Kroger, an in-person festival inspiring physical, emotional and mental health in Cincinnati
Elements
Elements
- Kroger Racing #47 showcar with custom paint scheme featuring Brownberry Bread
- Live pit stops throughout the event at 47 minutes after the hour
- Tire changing station where event goers could try their hand at changing a tire on a race car
- The Wellness Experience by Kroger custom-wrapped tailgate truck with multiple video screens showing NASCAR driver's fitness routines
- Kroger Racing signage around entire experience
- Kroger Racing-branded fans and coupons for partner brands distributed to event goers
Rationale
Rationale
The Kroger Racing presence at The Wellness Experience was designed to build awareness of the participation of Kroger and sponsor brands in NASCAR, showcase the athleticism of our pit crew and engage consumers with a hands-on opportunity.
Outcomes
Outcomes
- 80,000 attendees
- Hundreds of thousands of impressions
- Thousands of hand-outs distributed
- Featured on NBCSN pre-race show prior to Michigan NASCAR Cup Series race
See recap video here
testimonials
testimonials
"JTG Daugherty Racing was invited to participate in The Kroger Wellness Experience and they absolutely knocked it out of the park! They were able to bring the excitement with our Kroger Racing team to demonstrate live pit stops with our No. 47 Kroger Camaro, give event attendees the chance to try changing a race car tire and more. It was also an opportunity for our NASCAR Cup Series pit crew as well as Tad Geschickter and Brad Daugherty to talk about health, fitness and emotional well-being. We are so excited to have the team back next year as we continue to work towards making lives healthier, easier and brighter.”
Brent Cox, Director, Health and Beauty Care and Non Foods, The Kroger Co.
“We are incredibly grateful to JTG Daugherty to invite The Frozen Farmer to participate at The Wellness Experience by Kroger in the Kroger Racing booth. What JTG Daugherty Racing is doing to help brands like The Frozen Farmer grow their sales in Kroger through partnerships in the Kroger Racing Team and events like participation in The Wellness Experience is an innovative approach to gaining brand awareness and driving sales and impact.”
Katey Evans, Co-Founder at The Frozen Farmer – Katey appeared on ABC’s critically acclaimed, Emmy nominated television show “Shark Tank” with the brand
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CASE STUDY: DELIVERING AWARENESS & ENGAGEMENT / MAXWELL HOUSE
Assignment
Assignment
Meaningfully engage shoppers, increase purchase intent & assist Operation Finally Home with awareness & fundraising.
Elements
Elements
- Maxwell House branded #37 car and fire suit
- Hauler tour video on Maxwell House social channels
- Coffee Break Instagram Live Q&A with Ryan
- Digital Collectibles (NFTs) promotion/sale with proceeds going to Operation Finally Home
- Maxwell House Race Day sweeps on Twitter to win prizes
- Honor Kroger store employee and Navy veteran Luman Bailey Jr. with name on the car and Maxwell House and JTG swag
Rationale
Rationale
In general, NASCAR fans are patriotic and supportive of veterans' cause sousing Kroger Racing assets to promote Operation Finally Home was a natural fit.
Outcomes
Outcomes
- 1.3MM impressions across JTG and Maxwell House social channels
- Over 28M engagements across all channels
- Three NFTs were sold, raising a projected $1,000 for Operation Finally Home
testimonial
testimonial
"For the third consecutive year, Maxwell House has partnered with JTG Daugherty Racing and their Kroger Racing team to build awareness of our support of veterans causes. Maxwell House and our partner, Operation Finally Home, took over the #37 Maxwell House NASCAR Cup car driven by Ryan Preece. In addition to the awareness built by the car on-track, JTG's engaging social media campaign created millions of impressions for the brand and Operation Finally Home. JTG also created and sold Maxwell House branded limited-edition digital collectibles to raise funds for Operation Finally Home. As usual, JTG went the extra mile for Maxwell House brand and the veterans supported by Operation Finally Home."
Darin Snyder - Sr. Associate Brand Manager, Coffee - The Kraft Heinz Company
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Case Study: Driving Engagement with Brand Content /
P&G "Take on race"
Assignment
Assignment
Drive awareness of and traffic to P&G’s “Take On Race” website & its resources
Elements
Elements
- “Take On Race” paint scheme for the #37 car on track for 2 races
- Race broadcast in- race media buy at preferred team rates
- In-car camera for 4 races
- Paid social advertising
- Team/Driver/Brand Social Media strategy creation & execution
- BAM Live mobile optimized campaign
- Media outreach
Rationale
Rationale
By leveraging the Kroger Racing sponsorship, P&G’s “Take On Race” initiative was brought to life on and off track, allowing P&G to add to the conversation about race taking place in the NASCAR community and across the country
Outcomes
Outcomes
- On-track: $4.5MM est. media value
- BAM Live Campaign: 809M impressions, avg. time 1:05
- Organic/Paid Social Media campaign: 10.6MM impressions, 93M engagements, 66M link clicks
- Delivered highest site traffic of any 3 day period in site history
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Case Study: Building awareness and sales / Entenmann's
Assignment
Assignment
Build awareness of the Entenmann’s Donuts brand, amplify the brand’s EntenMAN of the Year Contest and maximize impact of promo in Kroger
Elements
Elements
- Entenmann’s Donuts paint scheme for the #37 on track for 2 races
- Driver in-store appearance supported by paid social media
- Race week social media campaigns
- Contest execution, including legal, sourcing prizing and fulfillment
- Digital collectible (NFT) creation
- Public relations campaign
- BAM Live Sales Display Incentive Program
Rationale
Rationale
BAM used Entenmann's Kroger Racing entitlements and custom programs to build on-track awareness, boost consumer engagement with their contest and increase sales at Kroger
Outcomes
Outcomes
- Sales +134% during promo period
- 340M impressions and 20M engagements
- Hundreds of autographs and photos for fans and Kroger employees
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