Kroger understands that the holidays are about more than just buying and selling; they involve meaningful celebrations, particularly at a time when people are exploring new traditions and diverse dishes. But consumers don’t know how much Kroger cares about food. They only see them as a big, corporate entity with no feelings whatsoever. For their 2023 holiday campaign, Kroger needed to build more brand love, transforming a transactional relationship with shoppers into an emotional one that resonated with the holiday spirit. The goal was to create a genuine connection with shoppers that extended beyond just selling fresh food.

We wanted to make people cry. Ed Sheeran's song, "Photograph," was the perfect choice. It had the right BPM to elicit an emotional response, but it was a perfect match for both our concept and a narrative driven by photographs. The song's lyrics added more meaning and made the story even more emotional. For example, when the childless couple appeared on screen, the line "Loving can hurt" played in the background. When the pictures of the students appeared, the line "We keep this love in a photograph" played. Finally, the line "you won't ever be alone" hit hard and delivered the message of belonging and inclusivity that Kroger is known for. They are after all, “Fresh for everyone.