What it had to solve
Help Groceryheads self-identify and unite them with a like-minded community, just in time for spring and summer BBQs, in Kroger's own words celebrating those who take pride in grocery shopping at its stores.
How it works
A social content series across YouTube, TikTok, Facebook and Instagram, launched the week of 17 April 2025, with Chrissy Teigen answering burning questions, breaking down favourite products and revealing grocery-loving truths.
What it did
No campaign results were published; the term gave Kroger a named community — Groceryheads 'forever', as Teigen signed off — positioning the chore as an identity.
Background
In April 2025 Kroger launched 'The Ultimate Groceryhead', a social campaign created with Dentsu that celebrated a term the retailer coined itself: the 'Groceryhead', someone who thrives in supermarket aisles, finds joy in discovering new products and gets creative with recipes — for whom grocery shopping is an experience, not a task.
The campaign's face was Chrissy Teigen, crowned the ultimate Groceryhead through a social content series exemplifying what it means to be one — and why, if you're watching, you probably are one too. "Some people like coffee, some people meditate, I love love LOVE the grocery store," Teigen said. "I'm a HUGE Groceryhead... Groceryheads forever!" The series ran across YouTube, TikTok, Facebook and Instagram from launch week, timed for spring and summer BBQ season.
Dentsu Creative creative director Madlenne Kramer framed the insight: "Real fandom doesn't need to announce itself - it shows up in behaviour. Groceryheads don't just say they love grocery shopping, they live it. They shop multiple times a week, return stray items to their rightful shelves, and treat cart returns like a sacred ritual."
Why it lands
Naming the behaviour converts a universal chore into a self-selectable identity people want to claim.
Teigen's genuine grocery obsession gives the celebrity casting credibility the term needs to stick.
A community frame turns individual shoppers into a group Kroger can speak to and with.
Social-first distribution meets the fandom where food content already lives.
What you can take
Name the behaviour your best customers already have and hand them a flag: an identity converts a chore into a fandom.
Since then
The social campaign launched the week of 17 April 2025 across YouTube, TikTok, Facebook and Instagram for the spring and summer season; no results were published with the announcement.
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