Kroger's Top Groceryhead
SOCIAL CAMPAIGN
The Challenge: Introduce what it means to be a “groceryhead” to grocery fans while building brand love for Kroger.
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The Solve: Chrissy Teigen, relatable millennial internet icon, is already a Ralph’s regular -- and the ultimate groceryhead. We partnered with her to show the world what it means to be a true grocery head. After all, she’s literally tweeted “i fucking love the grocery store;" we just pulled the thread.
Groceryhead Photo Dump
Chrissy takes to IG to admits to being a groceryhead, showing off how she makes the aisles her catwalk + blending errands with high fashion vibes.
In the Aisles with Chrissy
Once the word was out that Chrissy = groceryhead, we joined Chrissy in the aisles of her local Kroger. In bitesize content crafted for social, Chrissy shares her tips, plays games, and cracks jokes that only a true groceryhead would get.
Making Groceryheads Feel Seen
Back at home, Chrissy speaks straight to her 40M+ following on Instagram, asking what makes them a groceryhead -- offering a golden grocery divider to those who help her out the most. The video even went viral
Cart Confessions - Longform
For YouTube, we created an extended walk-and-talk moment.
Role
Ideation
Art Direction
Collaboration With
Dentsu Creative - Agency
Bridget Jewell - ECD
Maddy Kramer - Creative Director
Nick Lee - Sr. Copywriter
Lara Hunervich - Executive Producer
Scheme Engine - Production Co.
Symone Ridgell - Director
Aaron Smith - Photographer
Maggie Romney - Art Director
Olyvia Chac - Copywriter