Kroger Hosts Store-Brand Scholarship Contest

The Kroger Co. is building awareness of its Comforts-brand baby and toddler product line, with a contest to help name a yellow firefly prominently featured on Comforts packaging.

CINCINNATI — The Kroger Co. is building awareness of its Comforts-brand baby and toddler product line, with a contest to help name a yellow firefly prominently featured on Comforts packaging.

“Tell us what you think our little, lovable bug should be named and you could win a $10,000 scholarship for your little one!” says Kroger in promotional materials.

Kroger relaunched the 10-year-old Comforts line of products including diapers, formula and baby wipes, with new packaging and, in some cases, formulations, in March. The chain will use the contest to learn more about its shoppers and their children.

Entrants are required to provide their name, address, phone number, date of birth and email address, details about what they would name the firefly and why, as well as the ages of their children. The online registration form also asks for information about the type of formula currently used, but that information is optional.

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