As the holiday season approaches, The Kroger Co. is all set to unwrap its 2023 holiday campaign, inviting customers to celebrate both new and cherished traditions. This heartwarming campaign, brought to life by Kroger’s Agency of Record, adam&eveDDB New York, underscores the importance of togetherness and the role food plays in creating lasting holiday memories.
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Kroger understands the significance of family and togetherness, especially during the festive season. Stuart Aitken, Kroger’s Senior Vice President, Chief Merchant, and Marketing Officer, emphasizes, “Food connects us all, regardless of who we are or where we’re from. This holiday season, Kroger is making it easy for customers to connect over food and create memories in a way that is meaningful to them.”
At the heart of this campaign is a touching film titled “Cuisine Exchange.” Crafted by adam&eveDDB, the film showcases the diverse celebrations families have during the holidays, all centered around food. This 74-second film brings back Kroger’s animated Kroji characters and features the popular track Photograph by Ed Sheeran.
The narrative revolves around a childless couple who decide to host an exchange student. Their shared love for food leads them to host students from various countries year after year, creating a beautiful tradition. The film culminates in a heartfelt reunion where students return home for the holidays, each bringing their unique mealtime traditions.
Complementing the film, Kroger is launching a “Holiday Remix” playlist in its retail locations across the nation. The playlist, hosted on Spotify, features classic holiday songs recorded in various languages to provide a welcoming and inclusive seasonal experience. Watch below:
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Jason Ashlock and Paulo Junger, Executive Creative Directors at adam&eveDDB New York, express, “Kroger knows that every family celebrates the holidays differently. We wanted to welcome all kinds of traditions to the table. That’s what made the idea of a cuisine exchange such a natural fit for the brand. Food truly does connect us all.”
The brand enlisted the same award-winning directing duo and production company responsible for the 2022 holiday film: Yves Geleyn (John Lewis film “The Bear and The Hare” and Michael Thurmeier (Ice Age: Continental Drift, Ice Age: Collision Course).
Kroger is also taking the cuisine exchange idea to social media through its “Holiday Table” program, hosted by TikTok food reviewer Keith Lee and his wife, Ronni. In collaboration with Dentsu Creative, this program will connect the Lees and other special guests with people from all over the U.S., sharing culture and community through personal recipes that will be made available to viewers. The program is set to launch in mid-November.
The 2023 Kroger holiday campaign is set to launch on Netflix, cable, streaming, and the internet, with extensions across radio, podcasts, and social media. Running from November 1st through December 31st, Kroger’s celebration of traditions and flavors will create a memorable holiday season for customers across the United States.
For Reel 360 News coverage of holiday campaigns, click here.
CREDITS:
BRAND: The Kroger Co.
- Stuart Aiken, CMO
- Tom Duncan, VP Head of Marketing
- Emily Hartmann, Sr. Director Brand Marketing
- Erin Rolfes, Director Corporate Communications,
- Karrie Pukstas, Sr Brand Manager
- Lindsey Hasis, Brand Manager
- Kate Mosure, Assistant Brand Manager
- Kendall Weems, Brand Specialist
AGENCY: adam&eveDDB New York
- Caroline Winterton, CEO
- James Rowe, Managing Director
- Richard Brim, Global Chief Creative Officer
- Amanda Peters, Head of Strategy
- Mat Bisher, Group Executive Creative Director
- Paulo Junger, Executive Creative Director
- Jason Ashlock, Executive Creative Director
- Rafael Oliveira, Associate Creative Director
- Vinicius Fernandes, Creative Director
- Mussashi Shintaku, Creative Director
- Patrick Conlon, Creative Director
- Teri Altman, Executive Director, Production
- Bree Hopenwasser, Sr Producer
- Christopher Lane, Associate Producer
- Alan Perlman, Executive Director
- Natascha Vega, Group Business Director
- Jessica Miller, Account Director
- Olivia Jacobson, Sr. Account Executive
- Camille Coklow, Sr. Program Manager
- Madeline Foster, Program Manager
PRODUCTION COMPANY: Hornet
- Director: Yves Geleyn & Mike Thurmeier
- Managing Partner: Hana Shimizu
- Director of Production: Karen Lawler
- Head of Creative Development: Kristin Labriola
- Executive Producer: Alex Unick
- Head of Production: Dez Stavracos
- Producer: Heather Hardin
- Senior Editor: Anita Chao
- Assistant Editor: Cole Bannick
- Production Coordinator: Karla Palacios
- Talent Coordinator: Jon Chun
- Storyboard Artist: Name Camillo Clauser
- Character Designer: Hannah Kim, Tom Humber
- Art Director: Michael Knapp
- CG Supervisor: George Smaragdis
- CG Lead: Pakorn Bupphavesa
- Comp Lead: Carl Mok
- CG Generalist: Angeline Rivera, Natalia Perez Melendez, Nelson Mai, Daniel Lombardi, Nick Wergin
- Character Modeler: Constance Bensen
- Set Modeler: Alex Levenson
- Rigging: Carlos Sandoval, Chris Hill
- Light & Rendering: Cody Chen, Mirelle Underwood, Nicole Noel, Sylvia Apostol
- Compositor: Nicole Noel, Paulo Dias, Shandy Tam, Eric Concepcion Animator Chris Mayne, Hee Jin Kim, Kaitlin Yu, Matt Parent, Matthew Corsillo, Meg Oswalt, Nicholas Christie, Tania Florit
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