Dive Brief:

• Kroger has launched a series of weekly stay-at-home celebrations for shoppers across the U.S. as many families continue to shelter in place during the coronavirus pandemic, according to an email sent to Grocery Dive.
• The virtual event campaign, called Social, Social, aims to bring customers together through food and fun. The events will kick off this Saturday with an ice cream social, with additional events every Saturday through June 9.
• Each week will have a different theme involving party ideas and recipes using ingredients found at Kroger stores. Shoppers can find a digital kit to help them plan their social at krogersocialsocial.com, and can also RSVP on the event’s Facebook page to show friends they are attending.

Dive Insight:

Many retailers have started experimenting with virtual events and activities during the pandemic, and Kroger is taking it one step further to help customers have a good time while encouraging people to purchase its private label products.  

Kroger’s private-label brands including Kroger, Simple Truth and Private Selection, are central to the campaign. Each week’s event will include several of these ingredients as part of festive recipe ideas like Unicorn Swirl Shakes and Mermaid Sparkle Sundaes for kids as well as Chill Out Stout and Sparkling Sorbet for adults. 

With digital kits that are easy to download, colorful artwork, fun games, and party-worthy food and drink ideas, Kroger is making it simple for families to engage with the campaign. As people look for ways to keep stay-at-home life interesting, the creative approach Social, Social offers could give Kroger a boost in customer loyalty.  

Kroger will be using Facebook and Instagram to promote the event and will be asking customers to share their experiences on the same platforms using the hashtag #KrogerSocialSocial. 

Other grocers like Northgate Gonzales, Wegmans, Hy-Vee and Jungle Jim’s have launched virtual entertainment, online cooking classes and feel-good social media campaigns for shoppers as well. While there hasn’t been enough time to evaluate these events, some retailers may continue running them post-pandemic if they prove successful.