To cap off the campaign we worked with Chrissy to create a CTA to groceryheads to post their own grocery content and be in with a chance to win a golden Kroger grocery divider.
Nick J Lee
Associate Creative Director / Copy
@KROGERCO | CHRISSY TEIGEN, ULTIMATE GROCERYHEAD
How do you develop social ideas to make the most of a partnership with Chrissy Teigen, which unites “groceryheads” around their shared love of grocery to drive relatability and fandom for Kroger? We started with some cart confessions.
Alongside my creative partner Laura Panthofer we oversaw the initial development of these concepts in line with the client brief and managed teams through iteration as well as executing on set and in edit alongside our production partners.
Then we played some games in an actual Kroger… and rallied other groceryheads to join Team Kroger.
@kroger Best parking lot snack: Kroger Sushi 🍣 or a whole Rotisserie Chicken 🍗? ⬇️
♬ original sound - Kroger
@kroger Real groceryheads never get FOMO; what’s the one product you tell everyone to add to their cart 💯🛒 #Fomo #Groceryhead #GroceryHaul ♬ original sound - Kroger
@kroger How do you grocery shop? 🅰️ dancing to the store music or 🅱️ quietly strolling the aisles? #Groceryhead #Groceryhaul #Grocery ♬ original sound - Kroger
From groceryheads to advertising heads and even just folks scrolling the internet, Chrissy Teigen, Ultimate Groceryhead was a hit online and in the trades.
