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Volume 25 No. 236
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Kroger Shifts Sponsor Strategy Around JTG Daugherty Racing

Major NASCAR sponsor Kroger is shifting its marketing focus this year with the JTG Daugherty Racing team to a “Delivery, Pickup, Ship” campaign to align with its three different e-commerce initiatives. Kroger is the major sponsor of JTG and its two Chevy-powered cars that compete in the Monster Energy NASCAR Cup Series, though it has set up an elaborate vendor program that sees more than a dozen different companies take part and get JTG assets to advertise against. Kroger had been most recently focusing on its ClickList initiative, where customers select their grocery order online before picking it up in stores. However, Kroger has rebranded the ClickList program as part of a wider e-commerce initiative, and the Cincinnati-based company is changing up its NASCAR focus as a result. Kroger also has several track deals. The ClickList program has been rebranded to Kroger Pickup, while Kroger also has launched two other e-commerce services called Delivery and Ship. Delivery is based around having the third-party courier Instacart deliver products from the grocery store to one’s house, while Ship is aiming to be more like an Amazon-type service that ships to houses through the mail. The “Delivery, Pickup, Ship” theme will mainly appear on the car and firesuits/crew uniforms related to the team’s No. 47 car driven by Ryan Preece. JTG said there will be a yet-to-be-revealed focus on the No. 37 car driven by Chris Buescher that will be announced later this month.