Kroger
Holiday Food Exchange

What do you do when the second largest grocer in the US tells you they’re out of budget for 2020 Q4? You bring them an idea so good they find the budget to produce it anyways. With obvious covid constraints, our team pitched, sold, and produced a multi-channel digital campaign that rewarded Kroger with over 30 pieces of unique content. And we did it in 4 weeks.

We found real Kroger shoppers and asked them how they were celebrating the holidays in 2020. We then chose to showcase families whose traditions would change due to various circumstances, but with food at the center of their story. The results were three separate, minute long docu-shorts, which were then cut down and reworked into social posts. We invited Krogers shoppers to share their “refreshed traditions”, ranging from cooking how-to’s, to deep-dives with engaging content that celebrated the holiday season, and encouraged viewers to “give their traditions a fresh story.”