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

Published On
Oct 27, 2022

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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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