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UNILEVER FOOD | KROGER
Summer is consistently a must-win time frame for both Kroger and Unilever, especially for Hellmann’s and Unilever ice cream brands. Historically, there is heavy promotion from competitors during this time, making it crucial to give the shopper a reason to buy our items above and beyond price.
Our Cool Off with Kroger program gave shoppers cross-category summer fun in a BIG way by turning their favorite Unilever products, like Hellmann’s Mayo or a Good Humor Strawberry Shortcake bar, into the coolest, most share-worthy pool inflatables out
there. The limited time, Insta-worthy treats were as easy to get as buying a qualifying Unilever item at Kroger and uploading a receipt. Partnerships with influencers helped get the word out and get shoppers excited for a summer by the pool.
Project Roles:
CD: Tracy Mathison // ACD: Jacqueline McCabe // AD: Kathleen Scott // Copy: RC Jones + Courtney McCormack
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