Everyone’s holiday is celebrated a little bit differently: maybe you gather with your family, sharing recipes passed down from generations. Or perhaps your friends get together once a year, from all around the world, to swap stories by the fire.
However you celebrate, there’s one uniting piece that every holiday is centered on: tradition.
But in a year that’s forcing everyone to reinvent what traditions look like, we’re helping people figure it out by re-freshing the season - from small moments of celebration to classic holiday traditions.
Kroger re-freshed the way people celebrated the
holidays this year.
The Task
We made it easier for people everywhere to celebrate their unique traditions, and enjoy food first moments, even during a year unlike any before.
We position Kroger as the one-stop *holiday* shop for the season with
a focus on fresh and free pickup.
Christmas and Thanksgiving have the big family dinners,
every other day has the big Holiday Stan-wiches.
We gave people fresh, easy flavor-packed recipes that they could create for any occasion,
all season long. Our series included recipes for a variety of different
micro-moments celebrated throughout the holidays.
We created thumb-stopping stills featuring each stan-wich throughout the
season and at the end we’ll show all the stan-wiches together. In addition to our
stills we create GIFs of these stan-wiches getting built.
Fresh at the Table
Decorative table settings aren’t just for the big holiday moments this year, but a way to make every time you gather around the table special.
With fresh still in focus, we create a series of thematic, holiday table settings featuring dishes and the fresh ingredients used to create them, all on a beautiful tablescape.
Easy Pickup: During the holidays, people are busy trying to tackle everything that needs to be done to celebrate and because Kroger is the one-stop holiday shop, everything in the images - from the ingredients to the candlesticks - were from Kroger. We created a curated sections on the website and app for each table setting to give people the opportunity to shop the image.
Shoppers were able to choose the table they wanted, and automatically add the entire scene to their cart for easy pickup.
Outrageous Re-freshments
Seasonal drinks are an important part of the biggest holiday celebrations. But this year, we wanted to make sure even the most under-celebrated moments had something fresh to cheers to.
We re-freshed traditional holiday drinks for the whole family - everything from eggnog to (non alcoholic) hot toddies - by putting a fresh, festive, and outrageous spin on them, making them the perfect drink to sip for any micro-moment.
We’ll use fresh ingredients to make them irresistible to anyone scrolling in their feed.
We’ll create tutorials and how-to’s for social using seasonal color and textures. In the feed, we’ll have stills and video (which could be cinemagraphs), driving to the link in bio where shoppers can add all the ingredients right to their cart for easy pickup.
How the Campaign displayed on Social Media
CREDITS
Creative Director- Peter Wood
ACD - Ivan Burguete
Photographer - Chelsea Kyle
Copywriter-Julia Heydmann
Producer-Jessica Ryle
