Kroger's animated holiday ad features a magical cookbook full of memories
The U.S. grocer worked with DDB NY and Hornet on spot reminiscent of European campaigns
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Kroger appears to have taken a leaf of out of the U.K./European holiday advertising playbook this year, with a sentimental animated spot featuring a widowed grandfather and leans heavily on nostalgia.
Created via DDB New York, with animation by Hornet, the ad centers on a "magical cookbook." The grandfather stumbles on his late wife’s recipe book and tries to make a few dishes, like cinnamon apple pie and cranberry brie bites. After each taste, he relives a holiday memory. The story ends in the present day picturing him carrying on his favorite food traditions with his granddaughter. Amping up the emotional heft, it's set to a syrupy cover of the Goo Goo Dolls' "Iris," by Colbie Caillat.
The ad will appear during the Macy’s Thanksgiving Day Parade, as well as during the NY Giants vs Dallas Cowboys matchup on Thanksgiving Day and The Ohio State Buckeyes vs Michigan Wolverines game Thanksgiving weekend,.
Kroger will also launch a complementary coloring book featuring scenes and recipes from the film, created in partnership with illustrator Jennifer Morris, and featuring custom QR codes to shop corresponding ingredients.
“Many of us were so excited to talk about our own family recipes—from the tattered handwritten recipe cards we saved to the weathered recipe books handed down to us,” said Kroger Senior Director of Brand Marketing, Emily Hartmann, in a statement. “We all had unique stories to tell, quickly learning just how powerful holiday foods are in transporting us to the happiest moments of our lives with loved ones and creating more memories with new generations. We hope viewers of the film feel this shared sense of connection.”
Credits
- Date
- Oct 27, 2022
- Client :
- Kroger
- Agency :
- DDB-New York
- Chief Merchant & Marketing Officer :
- Stuart Aitken
- Senior Director Brand Marketing :
- Emily Hartmann
- Senior Brand Manager :
- Karrie Pukstas
- Brand Manager :
- Lindsey Hasis
- President :
- Darla Price
- Chief Creative Officer :
- Mat Bisher
- Executive Creative Director :
- Paulo Junger
- Group Creative Director :
- Cassandra Anderson
- Creative Director :
- Mussashi Shintaku
- Associate Creative Director :
- Rafael Oliveira
- Creative Director :
- Vinicius Fernandes
- Head of Production :
- Teri Altman
- Director of Business Affairs :
- Kelly McCann
- Senior Producer :
- Bree Hopenwasser
- Executive Director :
- Jeff Prince
- Group Business Director :
- Natascha Vega
- Account Supervisor :
- Emma Matthys
- Account Executive :
- Olivia Jacobson
- Group Strategy Director :
- Baxter Holland
- Associate Strategy Director :
- Kashmira Karnik
- Senior Project Manager :
- Camille Coklow
- Project Manager :
- Georgina MacDonald
- Production :
- Hornet
- Director :
- Yves Geleyn
- Director :
- Michael Thurmeier
- Art Director :
- Michael Knapp
- Managing Partner :
- Hana Shimizu
- Head of Production :
- Karen Lawler
- Head of Creative Development :
- Kristin Labriola
- Executive Producer :
- Alex Unick
- Production Supervisor :
- Dez Stavracos
- Associate Producer :
- Sean O’Loughlin
- Senior Editor :
- Anita Chao
- Assistant Editor :
- Cole Bannick
- Production Coordinator :
- Brandon Buikema
- Storyboard Artist :
- Tony Makinen
- Storyboard Artist :
- Camillo Clauser
- Storyboard Artist :
- Stephanie Dere
- Storyboard Artist :
- Valerie Yan
- Character Designer :
- Margaux Zisner
- Environment Designer :
- Tom Humber
- Environment Designer :
- Alex Levenson
- Designer :
- Hannah Kim
- Designer :
- Valerie Yan
- Titles Designer :
- Alma Kim
- CG Supervisor :
- John Kalaigan
- CG Lead :
- Natalia Perez Melendez
- Rigging :
- Chris Hill
- Groom :
- Giovanni Kososki
- Groom :
- Rui Zhu
- Modeling :
- Alex Levenson
- Modeling :
- Adam Rozenwieg
- Modeling :
- Nick Wegin
- Modeling :
- Angeline Rivera
- Modeling :
- Constance Benson
- Look Development :
- Rui Zhu
- Look Development :
- Joseph Chen
- Look Development :
- Angeline Rivera
- Look Development :
- Mohamed Sinbawy
- Look Development :
- Kwan Au
- Look Development :
- Alvin Bae
- Light/Render :
- Natalia Perez Melendez
- Light/Render :
- Nicole Noel
- Light/Render :
- Kwan Au
- Light/Render :
- Alvin Bae
- Light/Render :
- Mohamed Sinbawy
- Light/Render :
- Grace Hwang
- Light/Render :
- Nelson Mai
- Light/Render :
- Richard Kim
- Light/Render :
- Nick Wergin
- Light/Render :
- Angeline Rivera
- Senior Compositor :
- Matt Defranco
- Compositor :
- Peter Fink
- Compositor :
- Phil Massimino
- Compositor :
- Marco Maldera
- Animator :
- Meg Oswalt
- Animator :
- Matt Parent
- Animator :
- Nick Christie
- Animator :
- Hee Jin Kim
- Animator :
- Rob Somers
- Animator :
- Matt Corsillo
- Matte Painter :
- Tristan Ménard
- Toolkit Support :
- Nicholas Dimas
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