Kroger Highlights Real Moments of Connection in Holiday Ads
Kroger is enhancing its creativity with its holiday advertising campaign, targeting both the American and Hispanic markets.
The company’s holiday ad, titled “The Case of the Disappearing Food,” highlights the simple act of sharing meals. The story is narrated by Kroger’s signature animated characters, known as the Krojis, who help a woman rediscover her holiday spirit. From now until January 1, 2025, Kroger will air its 2024 holiday campaign across various platforms, including Netflix, cable, streaming services, and online.
For the Hispanic market, Kroger’s holiday ad, “The Gift of Teaching,” emphasizes the importance of passing down multi-generational traditions. This ad tells the story of a grandmother who lovingly teaches her blind grandson each step of an essential family tamale recipe.
Tom Duncan, Vice President and Head of Marketing at Kroger, shared that the company’s holiday campaign focuses on celebrating the joy of togetherness and connecting with loved ones through food. Acknowledging that the holiday season can sometimes bring stress or feelings of isolation for customers, Duncan explained that this year’s ad aims to address those emotions while offering a hopeful twist. The campaign will be brought to life across various platforms, including streaming, cable, radio, the Internet, and Kroger’s own social media channels.
“Our hope is the campaign inspires people and serves as a reminder of the magic to be found in connecting over food to create joyful, meaningful connections this holiday season,” said Duncan.
This holiday season, Kroger is enhancing its campaign by offering consumers a unique opportunity to bring the magic of holiday movies into their own homes through a special “Shop the Scene” experience. Hulu viewers in select Kroger markets will be able to shop food inspired by the iconic dinner scene from National Lampoon’s Christmas Vacation by simply scanning an on-screen QR code.
The QR code directs viewers to the Kroger website, where they can explore recipes inspired by the film, conveniently add ingredients to their cart, and arrange for Pickup or Delivery from their local Kroger store. This initiative seamlessly combines nostalgia and convenience, further elevating the holiday experience for Kroger customers.
While Kohler isn’t the only brand taking a new approach to its holiday marketing, others are too. A recent example of this was Ace Hardware‘s short form content series, which targeted audiences who might not typically consider Ace for holiday gifts. Knorr also recently focused on Thanksgiving cooking fails and tapped influencers for its campaign.
