Kroger, Blue Buffalo Ring In the New Year

Cyndi Loza
Associate Editor, Path to Purchase Institute
Cyndi Loza profile picture

Kroger partnered with General Mills to run a "Blue Buffalo Blue Year’s Resolution" program incentivizing pet food purchases from the brand.

From Dec. 26, 2019, through March 1, Kroger shoppers that purchase $25 or $50 worth of Blue Buffalo SKUs earn a $5 or $15 store gift card, respectively. Shoppers redeem the cards by submitting their receipts via email, or a promotional number. Toronto-based Snipp Interactive administers. 

In stores, account-specific floorstands depicting a Kroger gift card tout the offer. The displays also encourage shoppers to "ring in the New Year with healthy Blue foods" while communicating the brand's SKUs are made with "real meet first," "fruits and vegetables," and "no poultry by-product meals."

The account-specific program is an overlay to the brand's national incentive, where shoppers receive a $5 or $15 Visa prepaid card with the same qualifying purchases at participating retailers such as Meijer, Hy-Vee and PetSmart. Meijer touted the national incentive via a Jan. 15 email and feature within the retailer's Jan. 12 circular, encouraging users to text "BlueBuffalo" to the aforementioned promotional number to claim their reward. PetSmart ran two features plugging the reward in its February circular, one targeting dog owners and the other, cat owners.

NOTE: For more on Kroger and its subsidiaries, visit Path to Purchase Institute members have access to more than 8,300 images and nearly 700 articles of marketing and merchandising activity at Kroger, along with a full Retailer Profile outlining the chain’s operations and strategies.