Creative Director @ Social Creative Lab
We specialize in developing organic social concepts that elevate Kroger's social presence through strategic partnerships
with key influencers and content creators.
THE ULTIMATE GROCERYHEAD
To launch the Groceryhead campaign, we partnered with the ultimate groceryhead herself — Chrissy Teigen. Known for her love of all things culinary (and spending more time in grocery aisles than red carpets), Chrissy was the natural choice to kick off our new content series: Cart Confessions.
In Cart Confessions, we invite real Groceryheads to open up about their quirky, obsessive, and oddly relatable grocery habits. From cart organization strategies to aisle-hopping rituals, it's a celebration of the people who make grocery shopping their happy place.
Because if there’s anyone who understands the joy of a perfect grocery run — it’s Chrissy.
We partner with KaleSalad & ThirthyAF Elevating Kroger’s engagement by 60% over the benchmark.
GROCERYHEADS
GROCERYHEADS
Together with content creators, we show how their love of groceries is translated to their arts and crafts!
They are a lot of grocery fans in the world, from aisle organizing to grocery tourism if you love grocery shopping, you are a Groceryhead!
We were briefed to demonstrate how Kroger caters to true grocery lovers, so we coined a new term that resonated with this audience: Groceryheads. This helped us connect with the most
devoted grocery fans by giving a name to their passion for groceries.
When it comes to celebrating the holidays no family table looks the same so when you are more open to new people, traditions, and recipes, we
can create a richer holiday experience.
We were briefed to create a TikTok live event during the holiday season focused on celebrating new traditions. We partnered with Xochitl Gomez, Marvel superhero and winner of Dancing with the Stars 2023. During the TikTok live, we challenged Xochitl to dance non-stop for 30 minutes while cooking a Churro Holiday Wreath with her friends.
The live event received 3,960,591 impressions, making it Kroger’s most viewed TikTok Live in the brand's history.
The Holiday Table
We need to adapt Kroger’s holiday commercial for social media. The challenge is translating
an animated spot into an engaging, organic social-first campaign. Our goal is to highlight a
diverse range of foods and stories, demonstrating how various traditions can come together
at one table. To achieve this, we brought together 30 strangers to share a meal hosted by Keith Lee and Ronnie. Each participant contributed their own dish, which was then recreated using Kroger products.
We produced unique content pieces that generated over 399K engagements and 5.9M impressions. By the end of the shoot, participants were exchanging recipes and phone
numbers, reflecting the strong connections they made.
Oh No Chores!
We were tasked with convincing working parents to choose pick-up and delivery services. As a parent myself, I understand the anxiety of chores piling up and not having the right supplies to tackle them.
Timed for a Halloween release, we collaborated with influencer Kayla Sullivan to highlight a new phenomenon: the mounting chaos of household chores. Kayla’s campaign depicted this "nightmare" while emphasizing how Kroger can save the day.
We encouraged her fans to share their own chore horror stories in the comments.
Additionally, we supported the campaign with a series of short films that illustrated the real fear parents face when they lack essential supplies in critical moments.
Trusting someone else to do your grocery shopping can be stressful—no one knows your preferences like you do.
That’s why Kroger launched Shoppelgänger, a campaign showing how our employees shop with the same care and attention as you would. Partnering with Desmond Scott,
the campaign has already garnered over 112K impressions, bringing shoppers closer
to the perfect grocery experience.
