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Kroger dangles incentives for consumers to get COVID-19 shots

#CommunityImmunity campaign offers $5 million in sweepstakes plus free-groceries-for-a-year giveaways

Russell Redman

May 28, 2021

3 Min Read
Kroger COVID vaccine bandage-closeup.jpg
Kroger said the campaign comes after a collaboration with the Biden administration to get 70% of U.S. adults their first COVID vaccine dose by July 4.The Kroger Co.

The Kroger Co. is incentivizing Americans to get vaccinated against COVID-19 through the #CommunityImmunity giveaway campaign.

Slated to be launched next week by Kroger Health, the retailer’s health care arm, the #CommunityImmunity campaign will offer customers and associates prizes including five $1 million giveaways and 10 free groceries-for-a-year giveaways each week for five weeks, totaling 50 winners.

In announcing the program late Thursday, Cincinnati-based Kroger said the company aims to encourage more people to receive coronavirus immunizations, in turn helping to speed the nation’s reopening from the pandemic. The effort, too, comes after a collaboration with the Biden administration as part of the national push to get 70% of U.S. adults their first COVID vaccine dose — both the Pfizer/BioNTech and Moderna vaccinations require two shots — by July 4.

“The faster we reach community immunity, the sooner we can all get back to enjoying backyard barbecues, live music and gathering for special occasions,” Kroger Chairman and CEO Rodney McMullen said in a statement. “We greatly appreciate President Joe Biden’s leadership and partnership with the private sector to increase vaccinations among the U.S. population, especially people of color and individuals under age 30. As an employer, grocery provider, and community partner, the #CommunityImmunity giveaway is another way we are doing our part to help America recover from the public health crisis and safely return to normal.”

Related:Kroger set to double COVID-19 vaccination capacity to 1 million doses weekly

Kroger is a national partner in the Federal Retail Pharmacy Program for COVID-19 Vaccination, which will supply coronavirus vaccines directly to pharmacies nationwide. In early March, when reporting fiscal 2020 results, the company said Kroger Health pharmacists, nurse practitioners, and health technicians had administered more than 665,000 COVID-19 shots to date. Since then, as Kroger Health has ramped up its vaccine supply and capabilities, more than 4.6 million vaccinations have been provided by the company.

In addition, Kroger has incentivized employees to get COVID immunizations. The company in February said it would issue one-time payments of $100 to all associates who receive full doses of the vaccine, as well as provide a $100 store credit and 1,000 fuel points to hourly frontline grocery, supply chain, manufacturing, pharmacy and call center workers across its 35-state market area, under an additional $50 million investment.

“To vaccinate more Americans and help bring this pandemic to an end, we all have to do our part, and it’s exciting that Kroger is using innovative tactics to encourage vaccinations among its millions of customers across the country,” stated Ian Sams, deputy assistant secretary for public affairs at the U.S. Department of Health and Human Services. “Businesses like Kroger are stepping up to the plate to encourage vaccinations, as we pursue President Biden’s goal of having 70% of adults with at least their first dose by Independence Day.”

Related:Kroger offers workers $100 payment to get COVID-19 vaccination

Through May 27, 49.9% of the U.S. population had received at least one COVID-19 vaccine dose, with 40% fully immunized, according to Centers for Disease Control and Prevention (CDC) data. Among adults, 62% had received at least one dose, with 50.6% fully vaccinated. And including adolescent vaccinations, 59.1% of Americans ages 12 and older had gotten at least one shot, with 47.4% fully vaccinated. Among seniors, 85.5% had received at least one dose, and 74.3% are fully vaccinated. Overall, 290.7 million of the 361.3 million vaccines delivered by manufacturers had been administered.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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