"Today's Holiday Moments are Tomorrow's
Memories"
animated brand film promotes food and
family
CINCINNATI, Nov. 3, 2022
/PRNewswire/ -- Ahead of the holiday season, The Kroger Co. (NYSE:
KR) launched its 2022 holiday film, "Today's Holiday Moments are
Tomorrow's Memories." The film shares the story of a family's
holiday memories created and celebrated over treasured dishes and
holiday meals. Viewers are introduced to a Kroji character who is
navigating the holiday season and remembering the best memories are
created over food with his family. The film was made in
collaboration with the multi-disciplinary production company Hornet
and creative agency DDB.
"As America's grocer, we understand the importance food and
tradition play in our lives," said Stuart
Aitken, Kroger Senior Vice
President and Chief Merchant & Marketing Officer. "There's no
one who can bring food and memories together the way Kroger can. We
take the role food plays in our customers' lives seriously –
especially those special holiday dishes. Families and friends spend
some of their happiest moments sharing a meal, and we want our
customers to know that Kroger is here to make that easier and more
accessible than ever."
Kroger worked with Grammy-award-winning singer-songwriter
Colbie Caillat to record a special
rendition of "Iris," originally written by the Goo Goo Dolls in
1998. The song reached #1 in Australia, Canada and Italy; #3 in the U.K.; and #9 on the U.S.
Billboard Hot 100.
Caillat's vocals set the backdrop for the story about Jack, who
stumbles upon his late wife's cookbook. He tries to make a few
dishes, and after each taste, he relives a holiday memory. The film
ends in the present day when Jack carries on his favorite food
traditions with his granddaughter.
"The Kroger Marketing team, DDB and Hornet really created an
unforgettable experience," said Tom
Duncan, Kroger's Vice President of Marketing. "I'm so proud
of what they were able to bring to life and so excited to share it
with our customers. Holiday meals with the family create wonderful
memories, and I hope this film encourages each of our customers to
build their own recipe book filled with meals to 'enjoy with
family.'"
In addition to the short film, the companies produced a
printable coloring book featuring scenes and recipes from the
film.
"We know families look to food to make lasting memories during
the holidays," said Emily Hartmann,
Kroger's Senior Director of Brand Marketing. "This sentiment
carries so much emotion, and we wanted to capture that feeling in
this campaign. Customers will see it come to life in a beautiful
story told through elevated characters and environments that don't
compromise the simplicity of the Kroji's graphic nature."
Originally introduced in 2019, the updated holiday campaign
Krojis feature real-life details, making their feelings and unique
personalities more relatable. Updates include:
- Texture added to clothing, hair and skin
- New hand shapes and movement
- Additional definition and depth of facial features.
The national campaign will appear during the Macy's Thanksgiving
Day Parade, as well as during the New York Giants-Dallas Cowboys
matchup on Thanksgiving Day and The Ohio State Buckeyes-Michigan
Wolverines game Thanksgiving weekend. Kroger collaborated with Food
Network and The Cooking Channel for television, streaming and
social extensions related to the holiday campaign.
Media assets available for download here.
About Kroger
At The Kroger Co.
(NYSE: KR), we are dedicated to our Purpose: To Feed the Human
Spirit™. We are, across our family of companies nearly half a
million associates who serve over 11 million customers daily
through a seamless digital shopping experience and retail food
stores under a variety of banner names, serving America
through food inspiration and uplift, and creating
#ZeroHungerZeroWaste communities by 2025. To learn more about us,
visit our newsroom and investor relations
site.
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SOURCE The Kroger Co.