Kroger debuts 2024 holiday ad with a heartfelt message of togetherness via adam&eveDDB NY
In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.
The Kroger Co. has unveiled its holiday film, celebrating the joy of togetherness and connecting with loved ones through food. Developed in collaboration with Kroger’s agency of record, adam&eveDDB New York, the campaign showcases the power of sharing food – and how that simple act can create a meaningful bond.
“At Kroger, we understand how food can transcend differences, cure loneliness and speak from our hearts in a way that words cannot,” said Stuart Aitken, Kroger Senior Vice President and Chief Merchant & Marketing Officer. “What we love about this film is how it so acutely illustrates the power of food to bring people together and express kindness. We hope this message—share your food, share your heart—inspires families, friends and neighbors to pull up an extra seat at their table this holiday season and revel in the simple joy of being together.”
Created by adam&eveDDB New York, the short film titled, “The Case of the Disappearing Food,” features a cast of Kroger’s signature animated characters, affectionately known as Krojis, to tell the story of a woman who has lost her holiday spirit, only to rediscover the joy of the season from an unexpected source.
When a young boy runs into his older neighbor a few times, he is curious to learn more about her. The boy discovers she is lonely. Soon he joins his own family’s lively holiday preparations and quickly his parents notice the food for their holiday dinner is disappearing. It turns out the boy is taking it – not for himself, instead he is surprising his neighbor with a festive holiday dinner that reignites her spirit.
The story is set to the track “Lonely People” by America, bringing a sense of nostalgia and hope to the heartfelt holiday story.
“Kroger has always understood the power of food to bring people together. But this holiday season, we wanted to invite people to share more than just a meal,” said Paulo Junger, Executive Creative Director at adam&eveDDB. “When you gather around the table, you’re not just sharing a beef wellington or some butternut squash, you’re sharing love. It’s a message that’s especially relevant during the holidays. No one should feel alone during this special time. It’s a notion we made all the more touching thanks to the song ‘Lonely People’ by America. We hope it acts as a heartfelt reminder of togetherness and connection.”
Kroger’s 2024 holiday campaign will appear on Netflix, cable, streaming and Internet now through January 1 and can be viewed at kroger.com/share-your-heart.
Kroger is also debuting a Hispanic market holiday ad today, developed in collaboration with adam&eveDDB sister agency, alma DDB. The spot, called “The Gift of Teaching,” celebrates the importance of passing down multi-generational traditions through the story of a grandmother who meticulously teaches her blind grandson every step of an important family tamale recipe.
In addition, fans can bring the magic of holiday movies to their own tables with a special “Shop the Scene” experience. Hulu customers in select Kroger geographies will have the chance to effortlessly shop the food inspired by the iconic dinner scene from National Lampoon’s Christmas Vacation. After scanning an on-screen QR code, viewers are brought to a page on the Kroger website that highlights recipes inspired by the scene and can easily add to their cart for Pickup or Delivery at their local Kroger. Shop the Scene will be available on Hulu in select markets November 15 through December 29.
Client: Kroger
Chief Merchant & Marketing Officer: Stuart Aitken
Vice President of Marketing: Tom Duncan
Director of Kroger Media: Kay Vizon
Senior Brand Manager: Karrie Pukstas
Senior Brand Manager: Lindsey Hasis
Assistant Brand Manager: Kate Mosure
Sr. Manager Media Partnerships Lead: Sophia Sendrowski
Integrated Media Strategist: Sarah Berkov
Head of Corporate Communications
& Media Relations: Holly Stutz Smith
Creative Agency: adam&eveDDB New York
Chief Creative Officer: Richard Brim
Chief Executive Officer: Caroline Winterton
Managing Director: James Rowe
Executive Creative Directors: Jason Ashlock, Paulo Junger
Senior Art Director: Reid Plaxton
Senior Copywriter: Allegra Wiesenfeld
Executive Director, Strategy: Stu Harrison
Group Strategy Director: Baxter Holland
Strategy Director: Gracie McNeely
Senior Strategist: Annie Dreyer
Head of Production: Teri Altman
Senior Producer: Elizabeth Stebner
Group Business Affairs Manager: Kelly McCann
Executive Director: Alan Perlman
Group Business Director: Samantha Gen
Account Director: Maggie Williams
Account Supervisor: Livy Jacobson
Account Executive: Caitlin Braudis
Program Director: Nicole Spaeth
Project Manager: Nicole Andonova
Hispanic Market Creative Agency: alma DDB
Planning: Paola Villalobos
Creative: Virgilio Flores, Monica Marulanda, Bruno Trad, Luis Rivero & Aina Zaragoza
Content & Experience: Ivana Juarez, Alejandra Gonzalez,
Alejandra Guzman & Alexa Janeiro
Production: Natalia Plazas & Jessica Dana
Project Management: Andrea Alvarez & Connie Guglieri
Accounts: Meg Valls, Adriana Pineda, Barbie Marins & Leisly Esquivel
Production Co: Hornet
Director: Andrew Coats
CG Supervisor: George Smaragdis
Executive Producer: Marty Geren
Senior Producer: Hanna Fuller
Senior Editor: Anita Chao
CG Lead: Angie Rivera
Art Director: Justin Burks
Concept Artist: Hannah Kim
Designer: Christy Lundy
Storyboard Artist: Camillo Clauser
CG Animators: HeeJin Kim, Nicholas Christie, Tom Shek
CG Animation Intern: Gus McClain
Look Dev / Lighter: Alvin Bae, leva Callender, Mirelle Underwood, Sylvia Apostol
Compositors: Bashir Hamid, Matt St.Leger, Ted Wiggin
Junior Compositor: Ria Shinde
Modelers: Constance Benson, August Park
Riggers: Carlos Sandoval, August Park
Production Coordinator: Ryann Rezza
Talent Coordinator: Jon Chun
Managing Partner: Hana Shimizu
Director of Production: Karen Lawler
Head of Creative Development: Kristin Labriola
Head of Production: Dez Stavracos
Audio House: Heard City
Audio Engineers: Stefano Campello, Jeremy Seigel
Producer: Nick Duvarny
Music Supervision: Leland
Music Supervisors: Toby Williams, Dhamirah Coombes
Music Licensing: Clearly
Licensing Supervision: Linda Bres
2 Comments
I just love your commercials. It took about 3 viewings before understanding what was taking place.
BTW. Song by America very nostalgic.
I have spent decades working in this space so I know that when a campaign like this gets greenlighted, it had to be approved by many of the highly paid people listed in the article above. This would be a useful list for the people who need to be terminated as Kroger’s market share and business continue to shrink in virtually every market they compete in. Taking a depressing song from the 1970’s and adding cheesy cheap looking animation for a Holiday ad is a recipe for disaster. And everyone who approved this mess of a campaign should be packing their bags and looking for new work.
Your competition is loving this campaign, it is driving people away from Kroger and into their stores. And it makes Kroger management look like idiots.