Headquartered in Cincinnati, Ohio, The Kroger Co. is one of the largest retailers in the United States based on annual sales. Kroger operates 2,750 grocery retail stores under a variety of banner names, such as Ralph’s, Harris Teeter, and Fred Meyer.
Content Creator and Lead Copywriter | May 2021 - July 2022
The Kroger Co. employed 360i’s Social Lab to grow and modernize their social media presence while honoring the playful, family-friendly brand voice. As the account’s Content Creator and Lead Copywriter, I ideated and executed paid and organic social content unique to either Instagram, Meta, TikTok, Twitter, or Pinterest. Our team also oversaw the social rollout of Kroger’s brand identity refresh, new grocery delivery service, and multiple Influencer partnerships.
FARM TO FRIDGE CAMPAIGN
The Ask | Showcase Kroger’s partnerships with small, family-run farms to distance the brand from incorrect Big-box Store associations.
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Farmfluencer | Showcasing the family-run farms partnered with Kroger, we created Farmfluencers, a multi-drop TikTok series where Influencers Elyse Myers (TikTok), Danielle Ruhl (Netflix), and Kolby Chandler (Instagram) are invited to tour the farms and learn about the produce process.
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ASMfaRm | Highlighting Kroger’s locally sourced produce for the Farm to Fridge campaign, we tapped into the viral ASMR trend to create ASMfaRm, serotonin-stoking audio collected at Kroger’s farms and produced for TikTok.
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Hey to Hay | Creating social-first Q&A series with real Kroger farmers, we successfully personalized suppliers while also engaging audiences with bite-sized bits of information with Hey to Hay.
START YOUR CART CAMPAIGN
The Ask | Increase awareness around Kroger’s online delivery service to limit the use of third-party competitors.
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Meme Motivation | We created a cheeky Instagram and Twitter meme series to showcase reasons customers need Kroger's delivery service.
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Meme Motivation
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Meme Motivation
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Fridge Goals | Increasing online engagement, we created Fridge Goals, a submission-based Instagram contest that collected UGC of empty fridges in need of a free grocery delivery from Kroger.
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Excuse Me Filter | Gamifying delivery, we created a filter with playful and shareable excuses why customers would have to order delivery.
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Hostess Haul | We created stylized, grid-friendly tablescapes to encourage a last-minute Hostess Haul delivery.
FRESH CART CAMPAIGN
The Ask | Oversee the social rollout of Kroger’s brand identity relaunch with an emphasis on produce standards.
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Plantitudes | We reimagined platitudes with punny playfulness to quickly educate consumers on Kroger's strict produce standards.
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Plantitudes
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Plantitudes
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Tasty Taglines | We tapped into fandom with cute, shareable Bravo Housewife-style taglines for select citrus.
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Tasty Taglines
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Tasty Taglines
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Fridge Cart Takeover | We put a spotlight on Kroger's new logo using a grid-takeover and digestible design factoids.
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Fresh Cart Takeover
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Fresh Cart Takeover
ASSORTED SOCIAL
The Ask | Create content that is timeless but on-trend while honoring a family-friendly brand voice. Instagram, TikTok, Twitter, Meta, and Pinterest.
