Dive Brief:

• Kroger is focusing on the power of togetherness for a digital-focused holiday campaign, according to a press release.
• Key to the effort is a 60-second spot, “The Case of the Disappearing Food,” that details how the act of sharing food can ignite the holiday spirit. The campaign spans online, cable and streaming, including Netflix, and also includes a Hispanic market ad.
• Additionally, a Shop the Scene experience will allow Hulu customers in select Kroger geographies to scan an on-screen QR code to shop food inspired by the iconic dinner scene from “National Lampoon’s Christmas Vacation.”

Dive Insight:

Kroger is keying in on the role food plays in connecting loved ones for its digitally driven holiday campaign. The effort could help the grocery giant shore up stronger loyalty amid a holiday period where consumers have indicated a willingness to spend. Shoppers this year are placing a bigger emphasis on experiences, like hosting gatherings, with spending in the sector expected to rise 16% year over year, according to Deloitte.

Central to Kroger’s campaign is “The Case of the Disappearing Food,” a minute-long ad which features a handful of Kroger’s animated characters — known as “krojis” — and tells the story of how a woman gained back her holiday spirit with the help of food. The spot, soundtracked by America’s “Lonely People,” follows a young boy as he repeatedly runs into his neighbor and eventually observes that she is lonely. The boy then begins sneaking food to his neighbor, later to be joined by his entire family, and eventually helps the woman find seasonal joy.

The creative was made by Adam&eveDDB New York and will run on cable TV, streaming and online through Jan. 1. Kroger is also running an ad in Hispanic markets. That spot, “The Gift of Teaching,” spotlights the importance of passing down family traditions through the lens of a grandma as she teaches her blind grandson each step of a tamale recipe. “The Gift of Teaching” was made in collaboration with Adam&eveDDB sister agency Alma DDB.

The Shop the Scene integration on Hulu leverages mobile camera technology to bring viewers who scan a QR code to a page on Kroger’s website highlighting recipes inspired by “National Lampoon’s Christmas Vacation.” The experience, which also allows users to easily add items to their mobile shopping cart, will be available in select markets from Nov. 15 to Dec. 29.

Kroger reported Q2 sales of $33.9 billion, a total that is essentially flat compared with the same period last year. The company saw identical sales growth, excluding fuel, of 1%. The sluggish earnings arrive as a decision by the Federal Trade Commission surrounding Kroger’s planned merger with Albertsons looms.