Dentsu X Kroger: After Dark Campaign

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Kroger After Dark: Winning Gen Z Pitch

“Kroger After Dark” was an innovative and edgy marketing campaign concept designed to position Kroger as the ultimate destination for late-night grocery runs. Tailored specifically for Gen Z and Millennials, the campaign addressed their unique shopping habits, emphasizing convenience, accessibility, and bold engagement. With the tagline “When You’re Up, We’re Up,” the campaign highlighted Kroger’s commitment to serving customers whenever they needed it, aligning perfectly with the lifestyles of these younger generations.

The campaign was pitched to a representative from Dentsu, Kroger’s advertising agency, as a multi-channel strategy to enhance Kroger’s appeal among Gen Z and Millennials. The focus was on leveraging Kroger’s late-night operational hours and unique strengths to make the brand more relatable and engaging to these demographics. Research revealed that late-night shoppers prioritize store environment, product variety, proximity, and extended hours—key attributes Kroger could champion to stand out.

Key Campaign Components:

• Social Media Marketing: Platforms like TikTok, Instagram, and YouTube targeted the 78%-92% of Gen Z who use these channels daily. Creative video ads showcased relatable late-night scenarios, such as post-work snack runs, last-minute dinner trips, or late-night ice cream outings with friends.
• AVOD Partnerships: Ads on streaming platforms like Hulu, Netflix, and HBO Max leveraged their popularity with Gen Z and Millennials to tell short stories about Kroger solving common late-night dilemmas.
• SMS Marketing: Bold texts like “You up?” caught attention and offered exclusive late-night coupons, redeemable only after 9 PM. This approach capitalized on Gen Z’s quick response to text messages, creating immediate engagement.
• SNL Skit Feature: A proposed partnership with “Saturday Night Live” featured a humorous segment showcasing Kroger After Dark, further embedding the campaign in pop culture and generating buzz.

Research-Driven Strategy:
Extensive research formed the foundation of the campaign:

• Demographics and Habits: Gen Z adults (18-25) and Millennials (26-40) are increasingly becoming their households’ primary grocery shoppers. Gen Z, known for shopping in smaller batches, prefers less-crowded, late-night hours, while Millennials prioritize convenience as they juggle growing families and busy schedules.
• Unique Advantage: Kroger’s extended late-night hours provided a clear differentiator from competitors like Walmart and Target, which typically close earlier.
• Consumer Preferences: Store environment, product variety, and extended hours were key drivers for these demographics when choosing where to shop.

Results from the Pitch:
The campaign was praised for its strategic alignment with Kroger’s goals and its ability to resonate with Gen Z and Millennial shoppers. Highlights included:

• Innovation and Relevance: The campaign effectively leveraged Kroger’s strengths to connect with its target audience.
• Targeted Execution: A thoughtful blend of digital and traditional media ensured the campaign captured attention across multiple platforms.
• Measurable Impact: KPIs such as SMS coupon redemption rates, late-night foot traffic increases, and social media engagement provided clear metrics for success.

This project was a collaborative effort among Dylan Adams, Alyssa Doyle, Connor Davis, Payton Cranford, and me, with each team member playing a crucial role in research, strategy, and execution. Our bold approach and detailed proposal tied for first place in our class, solidifying Kroger After Dark as a standout concept.

By reimagining Kroger as the go-to late-night shopping destination, Kroger After Dark strengthened the brand’s appeal to Gen Z and Millennials, ensuring that Kroger remains top of mind for their grocery needs. If you’re up, Kroger’s up.