Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
Kroger
The Kroger Co. unveiled its holiday campaign celebrating the joy of togetherness and connecting with loved ones through food. Developed in collaboration with Kroger’s agency of record, adam&eveDDB New York, the campaign showcases the power of sharing food – and how that simple act can create a meaningful bond. “At Kroger, we understand how food can transcend differences, cure loneliness, and speak from our hearts in a way that words cannot,” said Stuart Aitken, Kroger’s Senior Vice President and Chief Merchant & Marketing Officer. “What we love about this film is how it so acutely illustrates the power of food to bring people together and express kindness. We hope this message—share your food, share your heart—inspires families, friends and neighbors to pull up an extra seat at their table this holiday season and revel in the simple joy of being together.” Kroger’s 2024 holiday campaign will appear on Netflix, cable, streaming and Internet now through January 1 and can be viewed at kroger.com/share-your-heart.
Kroger also debuted a Hispanic market holiday ad, developed in collaboration with adam&eveDDB sister agency, alma DDB. The spot, called “The Gift of Teaching,” celebrates the importance of passing down multi-generational traditions through the story of a grandmother who meticulously teaches her blind grandson every step of an important family tamale recipe. In addition, fans can bring the magic of holiday movies to their own tables with a special “Shop the Scene” experience. Hulu customers in select Kroger geographies will have the chance to effortlessly shop the food inspired by the iconic dinner scene from National Lampoon’s Christmas Vacation. After scanning an on-screen QR code, viewers are brought to a page on the Kroger website that highlights recipes inspired by the scene and can easily add to their cart for Pickup or Delivery at their local Kroger. Shop the Scene will be available on Hulu in select markets November 15 through December 29..
Challenge Dairy
Challenge Dairy is teaming with advertising agency Drake Cooper to develop new campaign platforms for its Challenge and Danish Creamery brands. These new campaigns position Challenge as a modern brand rooted in its heritage while elevating Danish Creamery as a premium offering, distinguished by its high butterfat content and compelling origin story.
“This is an exciting moment for both brands,” said Priya Kumar, vice president of marketing at Challenge Dairy. “With two distinct offerings in the category, we’ve anchored the Challenge campaign in its steadfast reputation for quality and consistency while also shining a well-deserved spotlight on the relatively unknown Danish Creamery — our award-winning, European-style butter that embodies premium craftsmanship and is proudly made here in America,” Dairy Foods Magazine reports.
Community Coffee
Community Coffee announced the launch of its new brand campaign, “Generations.” Highlighting the Baton Rouge, La., brand’s 105-year history, the campaign celebrates Community Coffee’s founding mission – to bring people together and foster community in every cup. The campaign spotlights two of Community’s best-selling coffees: Breakfast Blend and the year-round Mardi Gras King Cake, a flavored coffee that celebrates the brand’s Louisiana heritage. This sentiment is at the heart of the “Generations” campaign, displayed across TV, streaming video, digital, social media and audio. The campaign commercial opens with an image of the F.L. and H.N. Saurage General Merchandise Store, which was run by Community Coffee founder Henry Norman “Cap” Saurage and his brother. Cap blended coffee for store customers according to his own secret recipe — a recipe that became Community Coffee in 1919. After five generations, Cap’s family is still roasting smooth, rich coffee that builds community one cup at a time.“With this new campaign, we aim to show that Community Coffee is about more than just a great cup of coffee,” said CEO Tom Corley. “Our company is committed to supporting communities locally here in Baton Rouge and far beyond. What truly sets Community Coffee apart is our unwavering commitment to serving our customers and communities with integrity, consistency and excellence.” Kicking off the partnership, the campaign was produced by TMA, a marketing and creative agency based in Dallas and aims to connect Community Coffee with a new generation of coffee drinkers while paying respect to those that came before.
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Reese’s
Angel Reese is partnering with KidSuper and REESE’S PUFFS cereal to drop the new “it” bag of the season: the REESE’S PUFFS Duffel Puff. The high-quality, vegan leather bag is co-designed by basketball and fashion icon Angel Reese and popular Brooklyn-based fashion brand KidSuper and celebrates the star’s unmatched influence on the court and in the fashion world. “Anyone who plays basketball knows your duffle bag goes wherever you go, and I wanted to create something that celebrates fashion and design. Who better to work with than an innovative artist and designer like KidSuper,” said Angel Reese. “Fashion fuels my creativity, and this bag’s design brings both our visions to life while effortlessly fusing my passions with a natural extension of my REESE’S PUFFS cereal collab.” “As soon as we joined forces with Angel, we knew we had to give fans an iconic statement piece that delivers on her style and seamlessly blends chocolate peanut butter puffs into pop culture,” said Brandon Tyrrell, Senior Marketing Manager at General Mills. “We can’t wait to see fans sport the Duffel Puff. Bonus points if you store your REESE’S PUFFS cereal inside.”
Adobe
Adobe announced the appointment of Lara Balazs as Chief Marketing Officer (CMO) and Executive Vice President, Global Marketing reporting directly to CEO Shantanu Narayen. Balazs previously served as CMO and General Manager, Strategic Partner Group at financial software and services leader Intuit, where she reimagined the company’s brand and go-to-market activities to support its AI-driven financial technology platform and elevated its brand awareness and reputation to new heights. Balazs will lead the Global Marketing Organization responsible for Adobe’s renowned brand, Adobe.com, the company’s industry-leading events, campaigns, communications, social media and its best-in-class media operations and marketing insights.
