Kroger to Launch “Shop the Scene” Experience on Hulu for Holiday Campaign

Kroger is unveiling a festive, digital-first holiday campaign centered around the themes of food, connection, and holiday spirit. Here’s a breakdown of the campaign highlights:

Key Campaign Features

1. Digital & Streaming Integration:
   • “The Case of the Disappearing Food” Ad:
     • A heartwarming, 60-second spot focusing on the joy of sharing food during the holidays.
     • Features Kroger’s animated “krojis” characters and is soundtracked by America’s “Lonely People.”
     • Aired across cable TV, streaming platforms (including Netflix), and online through January 1.
   • Hispanic Market Ad:
     • “The Gift of Teaching” centers on a grandmother teaching her blind grandson a family tamale recipe, emphasizing traditions.
     • Created by Alma DDB and Adam&eveDDB.
2. Interactive QR Code Experience:
   • “Shop the Scene” on Hulu:
     • Viewers in select markets can scan an on-screen QR code to shop recipes inspired by National Lampoon’s Christmas Vacation.
     • Recipes and ingredients can be seamlessly added to shopping carts via Kroger’s website.
     • Runs from Nov. 15 to Dec. 29.

Campaign Goals

• Highlight the role of food in fostering togetherness and holiday joy.
• Capitalize on consumer interest in experiences, such as hosting holiday gatherings.
• Drive customer engagement and loyalty through interactive digital tools.

Industry Context

• Kroger’s focus on digital and personalized experiences aligns with broader holiday spending trends, where experiential purchases are expected to rise 16% year-over-year (per Deloitte).
• The campaign arrives amid financial pressure for the grocery giant, with flat Q2 sales of $33.9 billion and identical sales growth of 1%, excluding fuel.

Strategic Timing

This campaign also comes as Kroger awaits the Federal Trade Commission’s decision on its proposed merger with Albertsons, a move that could further shape its position in the grocery market.

Why It Matters

By blending emotional storytelling with innovative shopping features, Kroger aims to strengthen its brand connection during a critical holiday season. The mix of traditional advertising and cutting-edge digital tools positions it to appeal to a diverse and tech-savvy audience.