︎




| dentsu x Intern Project 2021

GET TO KNOW YOUR FOOD



An intern project tasked to improve millennials’ perception of the high quality and freshness of Kroger’s produce and drive an increase in sales, we revamped Kroger’s campaigns and messaging strategy to highlight its fresh produce sources, millennials will know more about their food and, as a result, feel more connected with the brand.
 


INSIGHT


Millennials are less likely to buy produce when they are unaware of where it comes from.


SOLUTION / RESULTS


Kroger will help you get to know your food by being more transparent about its food sourcing.

Enhancing digital touchpoints will increase millennials’ engagement with Kroger.

FARM TO STORE

To show that Kroger wants you to get to know your food, we’re starting with some in-store activations that aim for Kroger to be a more transparent grocery store. Digital and print signage will feature Kroger’s farms and how the food is sourced.


Chefbot GETS SOCIAL

To get millennials to learn more about their food in a fun, fresh way, we’re sending Chefbot to the top 3 dating apps. Once matched, Chefbot will initiate a conversation, helping you decide what to make on your next date while inserting facts about Kroger’s fresh produce.




PRODUCE PROFILES

To take advantage of Kroger’s app, we’re placing QR codes near every produce stand. With a quick scan, Kroger customers will be led to a profile on Kroger’s app where they can learn more about their produce.




KROJI SPOTS

Tapping into the tonality that the Kroji’s have already created, we’ll feature real footage of real farms and produce, Kroger will produce a series of commercials designed for the consumer to get to know their food better in a fun way.