ACTIVATION GALLERY | RETAILER SPOTLIGHT Kroger Notables Kroger significantly increased the scale of its annual "March to Savings" instant-win game this year, expanding from six to 18 participating manufacturers and providing a prize pool of 60,000 digital coupons for free product. In stores, stanchion signs and standees plugged the promotion, the latter decorated with balloons and dispensing recipe books. The P-O-P materials directed shoppers to a promotional website operated by You Technology where they could play the game from March 5 to April 6. 78 y SHOPPER MARKETING JULY 2017 Kroger offered deals on dozens of personal care and cosmetics brands during its biannual "Beauty Event" sale from March 22 to April 5. Stanchion signs and shelf talkers positioned in the health & beauty departments depicted brands including Procter & Gamble's Olay, Coty Inc.'s CoverGirl, L'Oreal USA's Garnier Fructis and Johnson & Johnson's OGX. The promotion offered mixand-match, "buy 1, get 1 50% off" or "buy 2, get 1 free" deals on thousands of SKUs. Shelf tags marked other qualifying products.