Kroger plans Shop the Scene experience on Hulu for holiday campaign

• Kroger is focusing on the power of togetherness for a digital-focused holiday campaign, in accordance with a press release.
• Key to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit. The campaign spans online, cable and streaming, including Netflix, and in addition features a Hispanic market ad.
• Additionally, a Shop the Scene experience will allow Hulu customers in select Kroger geographies to scan an on-screen QR code to buy food inspired by the iconic dinner scene from “National Lampoon’s Christmas Vacation.”

Kroger is keying in on the role food plays in connecting family members for its digitally driven holiday campaign. The effort could help the grocery giant shore up stronger loyalty amid a holiday period where consumers have indicated a willingness to spend. Shoppers this 12 months are placing a much bigger emphasis on experiences, like hosting gatherings, with spending in the sector expected to rise 16% 12 months over 12 months, in accordance with Deloitte.

Central to Kroger’s campaign is “The Case of the Disappearing Food,” a minute-long ad which encompasses a handful of Kroger’s animated characters — often known as “krojis” — and tells the story of how a girl gained back her holiday spirit with the help of food. The spot, soundtracked by America’s “Lonely People,” follows a young boy as he repeatedly runs into his neighbor and eventually observes that she is lonely. The boy then begins sneaking food to his neighbor, later to be joined by his entire family, and eventually helps the woman find seasonal joy.

The creative was made by Adam&eveDDB New York and can run on cable TV, streaming and online through Jan. 1. Kroger can also be running an ad in Hispanic markets. That spot, “The Gift of Teaching,” spotlights the importance of passing down family traditions through the lens of a grandma as she teaches her blind grandson each step of a tamale recipe. “The Gift of Teaching” was made in collaboration with Adam&eveDDB sister agency Alma DDB.

The Shop the Scene integration on Hulu leverages mobile camera technology to bring viewers who scan a QR code to a page on Kroger’s website highlighting recipes inspired by “National Lampoon’s Christmas Vacation.” The experience, which also allows users to simply add items to their mobile shopping cart, will likely be available in select markets from Nov. 15 to Dec. 29.

Kroger reported Q2 sales of $33.9 billion, a complete that is actually flat compared with the same period last 12 months. The company saw an identical sales growth, excluding fuel, of 1%. The sluggish earnings arrive as a call by the Federal Trade Commission surrounding Kroger’s planned merger with Albertsons looms.