Shopper Marketing
2024 Kroger Spring Resets Campaign
Thanks to the success of their social media presence, Awareness largely isn’t a challenge for the fast-growing Dan-O’s Seasoning brand.
Dan-O’s Seasoning has over 4.5 million TikTok followers and a dedicated group of 297.1k “Fan-O’s”.
Yet, >80% of their most-dedicated fans have never purchased the brand’s seasoning. We also had an opportunity to attract the net-new audience, female shoppers, to the brand.
To drive conversion and get smart in Shopper, we developed a Kroger-focused campaign with two paid media approaches + in-store marketing to boost retail sales velocity.
Geo-fence Media
A 3-market test serving high-impact mobile banners to shoppers in Kroger stores.
This plan prioritized their Original flavor in the creative.
Kroger-direct Media
A 3-market test using Kroger-owned data and placements across three channels: programmatic display, targeted ads, and product listing ads.
This plan featured creative dedicated to their Spicy, Crunchy, and SEA-soning flavors.
Geo-fence - High-Impact Mobile (Kroger-branded Stores)
'Anchor’ Unit - Creative Verison 1
'Anchor’ Unit - Creative Version 2
'High Rise’ Unit - Creative Version 1
'High Rise’ Unit - Creative Version 2
Geo-fence - High-Impact Mobile (Regional Brand Fry’s)
‘Anchor’ Unit - Creative Version 1
‘Anchor’ Unit - Creative Version 2
‘High Rise’ Unit - Creative Version 1
‘High Rise’ Unit - Creative Version 2
Kroger-direct - Spicy Seasoning (Kroger-branded Markets)
Programmatic Display - Creative Version 1
Programmatic Display - Creative Version 2
Targeted Ads - Creative Version 1
Targeted Ads - Creative Version 2
Kroger-direct - Spicy Seasoning (Regional-branded Markets)
Programmatic Display - Metro Market
Programmatic Display - Metro Market
Programmatic Display - Pick ‘n Save
Programmatic Display - Pick ‘n Save
Kroger-direct - Crunchy Seasoning (Kroger-branded Markets)
Programmatic Display - Creative Version 1
Programmatic Display - Creative Version 2
Targeted Ads - Creative Version 1
Targeted Ads - Creative Version 2
Kroger-direct - Crunchy Seasoning (Regional-branded Markets)
Programmatic Display - Metro Market
Programmatic Display - Metro Market
Programmatic Display - Pick ‘n Save
Programmatic Display - Pick ‘n Save
Kroger-direct - SEA-soning (Kroger-branded Markets)
Programmatic Display - Creative Version 1
Programmatic Display - Creative Version 2
Targeted Ads - Creative Version 1
Targeted Ads - Creative Version 2
Kroger-direct - SEA-soning (Regional-branded Markets)
Programmatic Display - Metro Market
Programmatic Display - Metro Market
Programmatic Display - Pick ‘n Save
Programmatic Display - Pick ‘n Save
In-store - Shelf Talker
In-store - Shippers
Evergreen
4th of July
Grilling
Game Day
Thanksgiving
Holiday
Early Results
Programmatic Media
2.7 Million Impressions ; $4.53 CPC ; 0.15% CTR
Geo-fence Media
0.7 Million Impressions ; $19.95 CPM
Kroger-direct Media (Targeted Ads + Product Listing Ads)
325k Impressions ; $5.98 CPC ; 0.45% CTR, 661 Transactions