Kroger are a large grocery store chain in the United States. In 2009, they re-launched their in-store brands with a campaign themed ‘Tested for the Things that Matter’. Of course, all products are tested for safety, taste and freshness. But to convince mom that Kroger brand products were right for her, we wanted her to know they also pass the tests that really matter to her life – the ones that keep her and her family happy. These were read in a deliberately informative and straightforward way, to juxtapose against the unusual tests Kroger products are subjected to.