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Kroger's Innovative Corporate Social Responsibility Approach Benefits the Community and the Business

Date of webcast:

Wednesday, January 27, 2016

Time & time zone / duration of webcast

3:30 pm ET/2:30 pm CT/12: 30 am PT

Duration: 1 hour

Webcast title

Kroger’s Innovative Corporate Social Responsibility Approach Benefits the Community and the Business

Best Practices from a National Cause Marketing Campaign with Local Community and Sales Impact


Webcast abstract

The dairy aisle – and specifically milk – remains the top profit driver in retail.  Increase shopper loyalty to your store and bring new excitement to this powerful real estate by connecting with a meaningful social cause – feeding your community’s hungry children.

Cause marketing has the power to bring new shoppers in store and keeps them coming back. Through MilkPEP’s first-of-its-kind partnership with Feeding America, the dairy aisle presents a unique opportunity to benefit kids and families in need in your local community, connect with your shoppers and increase sales.

For the second year in a row, Kroger has brought to life MilkPEP’s Great American Milk Drive program as Pour It Forward – a uniquely-branded initiative under its Bringing Hope To The Table platform to fight hunger. You’ll hear firsthand how and why Kroger chose to activate this campaign in more than 2,300 stores from coast-to-coast, and within 16 banners – to deliver nutritious milk to children in each store’s local community.

From check-out programs to in-store POS and additional marketing support, there are many ways retailers can customize The Great American Milk Drive for their local communities to help drive shoppers to the dairy aisle and increase the purchase of milk gallons for their local food bank. Participating retailers will learn:

  • Insights and best practices from Kroger’s successful activation
  • The community and sales impact of Corporate Social Responsibility efforts at retail  
  • How to activate and customize the program for your stores with turnkey assets from MilkPEP
  • Insights that can help you drive milk category growth



Presenting publication 

Progressive Grocer



Milk Processor Education Program (MilkPEP)


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Victor Zaborsky

Vice President of Marketing

Milk Processor Education Program (MilkPEP)


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Janet Ausdenmoore

Senior Manager, Corporate Contributions

The Kroger Co.



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Jim Dudlicek


Progressive Grocer


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