Dive Brief:

• Kroger has launched a new podcast called Noshtalgia, according to a press release. The podcast will offer listeners a "culinary trip down memory lane," the company said, as it interviews real people about their food memories.
• The podcast will be hosted by cookbook author and TV host Danielle Kartes, and is meant to be inspiring and entertaining as it invites customers to share their favorite family recipes and dinner table memories.
• The first episode of the podcast, "Poppy’s Waldorf Salad," has been produced and posted, and is available through Apple, Google and other podcast platforms.

Dive Insight:

A customer-centric podcast is a unique approach for a traditional grocer, but Kroger is trying to engage with its shoppers across multiple generations, from the app-savvy Gen Z to the large population of baby boomers. 

The podcast is intended to connect with customers on a personal level while bringing in Kroger’s food experts to tie the story to the brand and entice customers to shop. 

For example, in the first episode, the podcast spotlights a family that re-lives the memory of their grandfather’s signature Waldorf salad — a recipe that was unfortunately never written down. Kroger’s product development chef steps in to help the customers recreate their family’s favorite dish and talk more about the history of the Waldorf Salad. 

On the podcast landing page below the episode, Kroger nudges customers to "shop the recipe" and lists the necessary ingredients that can be easily clicked into a cart. 

The move supports Kroger’s recent brand transformation campaign, "Fresh for Everyone," which tries to highlight the grocer’s food-centric identity and its long history. In tapping into people’s nostalgia, Kroger will also remind customers why a traditional grocery store should be central to their lives and make it easy for them to translate their listening to shopping.  

Grocers are just getting started in podcasting. Giant Food recently launched a health-focused and released its latest episode on Jan. 10. Trader Joe’s also has a popular podcast, which kicked off in 2018, that explores the inner workings of the company.