Comprehensive PR Campaign to Expand the Brand
Client: Kroger
Scope: Kroger has become the nation’s #1 grocery retailer. Kroger recently launched the Dip clothing line where 80% of the clothes were under $19, and a holiday program called “Geoffrey’s Toy Box, bringing exclusive Toys “R” Us toys to nearly 600 stores. In a Kroger brand expansion initiative, Medley Inc. implemented a comprehensive PR campaign to garner awareness in the Houston market.
Challenge
- Position Kroger as a competitor amongst other traditional clothing and toy retailers
- Expand Kroger’s brand outside of the grocery space
- Ensure accessibility, diversity, affordability and functionality of new product offerings
The Plan
- Press opportunities emphasizing the convenience of a “one stop shop” for Dip clothing
- Press opportunities emphasizing accessibility in the consumer’s own neighborhood by partnering with community-focused media for Geoffrey’s Toy Box
Outcomes
- News & Print Placements: ABC 13 and abc13.com, houstonia.com and chron.com, the Kingwood Observer, The Katy Rancher and The Humble Observer, The Houston Chronicle, khou.com, ktrk.com, click2houston.com
- Dip placements valued at $14,934.00 and reached 18,207,417 people. Geoffrey’s Toy Box placements valued at $22,809 and reached 50,919,282 people
- 8% lift in children’s apparel sales August to November
- 23% lift in children’s apparel sales during the holidays
- An impressive $5.2 million in M/W/Kids apparel sales during the 20 week launch in 17 stores
18 stores chosen for the Geoffrey’s Toy Box campaign Kroger generated about $50K in sales