Kroger to Give Away $5M in Vaccine Incentive Push

Supermarket chain Kroger is giving away $5 million in cash prizes in a push to incentivize customers to get vaccinated against COVID-19.
Kroger pharmacy sign

Kroger joins a handful of other retailers and agencies offering eye-popping cash prizes for individuals who receive a COVID-19 vaccine. Kroger’s payouts include five $1 million prizes and free groceries for a year.

The prizes come from Kroger Health, the healthcare division of The Kroger Co., and offers individuals, including customers and associates, the chance to win life-changing cash if they receive a vaccine through Kroger Health. The #communityimmunity giveaway campaign mimics other vaccine incentive programs that aim to encourage individuals to get vaccinated. Other active vaccine campaigns include those from several states, including Ohio, West Virginia and Minnesota, as well as companies such as CVS Health.

Executive Summary

Kroger’s initiative comes as grocery stores have expanded their role as a healthcare provider during the COVID-19 pandemic. Grocers have become instrumental in the response and vaccination efforts across the country, providing healthcare services and acting as vaccination centers.


The initiatives have proven to be effective in motivating people to get vaccinated. For example, vaccination rates rose 45% in the week after Ohio Gov. Mike DeWine announced a $1 million lottery for vaccination, CNN reported. Kroger Health has already distributed 4.6 million COVID-19 vaccinations, the company stated May 27.

“The faster we reach community immunity, the sooner we can all get back to enjoying backyard barbecues, live music and gathering for special occasions,” said Rodney McMullen, Kroger’s chairman and CEO. “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.”


Exec summary

In total, 50 winners will be selected for Kroger’s cash and grocery prizes. The move aligns with President Biden’s goal to vaccinate 70% of U.S. adults by July 4.

“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,” Ian Sams, deputy assistant secretary for public affairs at the U.S. Department of Health and Human Services (HHS), said in a statement. “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.”