Food 4 Less Leverages Blockchain in New Gamified Promotion


Kroger is using blockchain technology at its Food 4 Less stores in Southern California stores in a gamified promotion intended to appeal to fans of soccer and the Los Angeles Football Club (LAFC).

The Cincinnati-based grocer has partnered with Palo Alto, Calif.-based open blockchain platform ecosystem Greenfence Consumer to provide exclusive collectible content leveraging blockchain technology and GFT Authentic Digital Collectibles. The in-store and digital marketing tactics provide gameplay and prizing that are authenticated, unique, fraud-proof and completely secure from theft or duplication.

"When we knew that [Major League Soccer] would be expanding to Los Angeles with the LAFC, we really thought it was a great opportunity for us to embrace the team and the fanatical soccer community," says Eddie Vasquez, customer communications manager for Food 4 Less.

A number of progressive brands are adding properties and talent such as the LAFC and Forward Carlos Vela to their promotions, Food 4 Less is seeking creative ways to build its own relationships with their fans and with its own customers. Greenfence, in the partnership, is able to provide coupons, rebates and GFT Authentic Digital Collectibles, which are powered through blockchain. Prizes include LAFC tickets, LAFC merchandise and GFT Authentic Digital Collectible cards with Vela.

"For Greenfence Consumer, the excitement of this program is the application of Blockchain technology to drive CPE through mobile," said Scott Loyola, Greenfence Consumer’s cofounder. "Our white label platform enables partners to engage in blockchain technology in a simple, understandable, format."

The promotion will run through Nov. 30 at the Southern California Food 4 Less stores. To participate in the promotion's digital Scratch N' Win game on their mobile phones, consumers can text LAFC to 63566 or go directly to Consumers can return each day for a new chance to win.

"The game itself as well as any of the prizes can be shared with friends and/or traded safely and securely among participants in the promotion, adding a unique social component to the experience," said Martin.

The Kroger Co. operates nearly 2,800 stores under a variety of banner names across the United States. It ranks No. 2 on Progressive Grocer’s Super 50 list of the top grocers in the United States.