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Volume 26 No. 178
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Kroger Expanding Its Clicklist Activation On JTG Daugherty's Two Cup Series Cars

Kroger is expanding its Clicklist activation with NASCAR's JTG Daugherty Racing to have the digital shopping experience promoted across both the team’s Cup Series cars starting this season. Kroger began activating the Clicklist program, which allows curbside pickup of groceries purchased online, last year in NASCAR, but only promoted it on JTG’s No. 47 Chevy driven by A.J. Allmendinger. This year, it will begin promoting Clicklist on both the No. 47 as well as the No. 37 driven by Chris Buescher. Crew members for the No. 37 will wear Kroger Clicklist firesuits and uniforms, and the Kroger logo will appear on the car as primary sponsor in some races. Buescher also will begin referencing and promoting the Clicklist program in media appearances and digital content series. Kroger worked with JTG Owner Tad Geschickter and VP/Sponsorship Marketing & Corporate Partnerships Paul Zindrick to reorganize its unknown annual spend across both cars, though the No. 47 will remain the lead Kroger car. Kroger VP/Grocery Merchandising Mel Bomprezzi said, “It really seemed like the natural thing to do. … As the season went along last year, working pretty closely with these CPGs, we kind of realized that we could activate (on two cars) the way we are now (on one car), and that way when it was say, Kraft-Heinz’ week to be on the No. 37 car, we could then activate not only at the racetrack with them but also at our store and in our merchandising plan, so we think it’s a win-win for everybody.” Bomprezzi said that Kroger will also continue its B2B deal with NASCAR premier series title sponsor Monster Energy this year where Kroger Clicklist gets exposure on the car-topper placard in victory lane, while Monster gets expanded shelf space in stores.