Kroger's Holiday Campaign Focused On Traditions New And Old
The Kroger Co. has unveiled its 2023 holiday campaign that celebrates the magic of traditions new and old and serves as a reminder that the grocer helps support its customers during the holiday no matter the traditions or flavors they bring to the table.
The new campaign is headlined by a film that brings to life the unique celebrations each family has during the holidays, with food at the center. Created by adam&eveDDB, the film, titled "Cuisine Exchange" sees the return of the brand's animated Kroji characters for a heartfelt narrative set to the popular track of "Photograph" by renowned recording artist, Ed Sheeran.
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The short film tells the story of a childless couple who decide to host an exchange student. Enamored by the connective power of food, the couple continue to host exchange students from countries around the world year after year. The story culminates in a heartfelt reunion where all the students and their various meal-time traditions are welcomed home for the holidays.
"Kroger knows the importance of family and togetherness and is here to ensure every family can celebrate the traditions that make the festive season richer and more inviting for everyone," said Stuart Aitken, Kroger's senior vice president, chief merchant and marketing officer. "Food connects us all, regardless of who we are or where we're from. This year's film recognizes the importance of family and togetherness and how special it can be to come together over food and create shared memories."
To complement the film, Kroger is rolling out a "Holiday Remix" playlist across retail locations nationwide. The playlist will be hosted on Spotify and feature classic holiday songs, recorded in a variety of languages for a welcoming seasonal experience.
Kroger's cuisine exchange will continue across its social channels through its "Holiday Table" program, hosted by a yet-to-be-announced, beloved TikTok creator and additional well-known guests. In the program, created in collaboration with Dentsu Creative, special guests will connect with people from across the U.S., sharing in culture and community through personal recipes that will be made available to viewers. The program is targeted to launch in mid-November.
The new national campaign will appear on Netflix, cable, streaming and internet with extensions across radio, podcast, and social media. It will run throughout November and December.
