Kroger Names Valassis Exclusive Direct Mail Partner

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The Kroger Co. has agreed to a multiyear deal for Valassis to be the exclusive partner of all Kroger corporate direct mail initiatives, the company announced yesterday.

Valassis, Livonia, MI, offers marketing services to consumer packaged goods manufacturers, retailers, technology companies and other customers with operations in the United States, Europe, Mexico and Canada.

Beginning Aug. 15, Valassis will coordinate, produce and analyze all targeted mailing and sampling programs using Kroger's proprietary frequent shopper database. The agreement covers all Kroger solo, cooperative and sampling direct mail programs using frequent shopper data, including those done by Kroger in concert with consumer packaged goods manufacturers and suppliers.

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