Kroger’s Southwest Division is reaffirming its commitment to offering value-added products and services for its shoppers with a new marketing and advertising campaign launched this week across the division’s 209 stores.

“Kroger continues to be a leader in meeting customers’ ever-changing household needs,” said Bill Breetz, president of the Kroger Southwest Division, which operates 209 stores and 90 fuel centers in Texas and Louisiana. “We recognize that over the past few years, families have changed their lifestyles and purchase styles but still desire quality products at an affordable cost along with friendly customer service. In 2009, we saved Texas shoppers over $32 million through our various money-saving features like our everyday senior discount, coupon and fuel rewards programs.”

As part of the program, more than 10,000 yellow tags are lined along the shelves that indicate deeper cost savings for customers at Southwest Division stores. Last year, Kroger invested an additional $28 million to reduce prices in its meat, produce, and beauty and health departments to save shoppers money on hundreds of popular items. Looking ahead, the grocer will continue to monitor market prices on a daily basis to stay competitive.

In addition to allowing shoppers to benefit from significant price deals, the Kroger Plus Card provides it with the opportunity to notify customers of product recalls during a crisis by way of the receipt tape and a phone call. More than 90 percent of Kroger customers use their Kroger Plus card to save up to 10 cents off per gallon at the pump, double and triple the value of coupons, and load and redeem digital, clip-free coupons. Senior customers, those 59 years of age and older, also receive the benefit of a 10 percent discount on all store-brand products like cereal, bread, housewares, skin care and cosmetics when they use their Kroger Plus cards.

Kroger’s Southwest Division said it would continue allocating capital to build new Kroger Marketplace and Kroger Signature stores in underserved communities, and would also remodel existing locations to keep them fresh and innovative, using the latest environmentally friendly building methods and materials. In 2010, the Kroger Southwest Division will create new job opportunities in Texas and Louisiana through the opening of two new stores, seven fuel centers and 22 remodels. Currently the division of Cincinnati-based Kroger employs 26,000 associates.

“As our market share continues to grow, we have the opportunity to show new customers the strength of our company values,” said Breetz.