KROGER LASSOES TIE-IN WITH HOUSTON RODEO

AMITY K. MOORE

HOUSTON -- Kroger Co.'s division here rustled up a shoppers' reward program to coincide with the city's renowned Livestock Show and Rodeo.

A similar promotion ran last year, but for only 14 weeks. This year's program, called Rodeo Rewards, was extended to 16 weeks.

The campaign, which rolled out Jan. 8, was rounded up late last month. To participate, shoppers had to collect a Kroger Kash Reward Coupon each ad week with a purchase of $30 or more during one transaction. Only one coupon was awarded per transaction.

Chain executives did not return phone calls, but a store-level associate said the promotion was successful at his Kroger Signature store location.

Groceries purchased in every department were qualified as part of the $30 or more, except alcoholic beverages or any product that could not legally be included or discounted.

Some Center Store items touted in a qualified ad week circular issued just prior to the Livestock Show and Rodeo included Pepsi and Dr Pepper beverages, Kroger apple juice, Fritos corn chips, Star-Kist tuna, Reynolds Heavy Duty foil, Snickers ice cream bars and Purina Dog Chow.

Customers who collected 12 reward coupons from 12 of 16 different ad weeks were eligible to receive a $25 gift certificate good on any grocery purchase, as well as a coupon worth $10 off any $50 purchase or more at Academy, an area sporting goods outlet.

The store employee said redemption, which began March 26 and ended May 10, was high. He added that if customers collected enough coupons to complete more than one set of 12, they could receive more than one $25 gift certificate.

The Kroger employee said his store raised awareness through ceiling danglers, signs at the front end, a local radio station and in-store circular and newspaper ads.

In addition, a greeting table at the store's entrance was decorated with rodeo-themed materials. Cash-register checkers informed shoppers about the program and presented them with a "saver" envelope at the beginning of the promotion.

Advertising during the fifth week was heavy because it was the last week shoppers could begin collecting and still be eligible for the $25 gift certificate.