Kroger offered seasonal mealtime inspiration through a “Summer of Burgers” campaign running May 27 to June 23.
In stores, cooler headers in the meat department touted the campaign and directed shoppers to the retailer’s “What’s for Dinner” microsite, which hosts five recipes for “Epic Burgers to Try This Summer” plus a cooking video for a sixth option. (See below.) The video was also posted on the retailer's YouTube channel on May 8. The recipes are either brand agnostic or spotlight private label SKUs.
The microsite also linked to a separate “Summer Burger Shop” seasonal web page sharing additional recipes and linking to e-commerce pages for buns, proteins, toppings and condiments.
A May 27 circular feature introduced the campaign and spotlighted deals on brands including Clorox Co.’s Kingsford, Kraft Heinz’s Kraft and private label Simple Truth. A home page display ad and June 17 sponsored BuzzFeed post plugged the campaign.
Elsewhere in stores, framed cooler headers spotlight the retailer’s selection of beef burger patties and direct shoppers to the seafood department for new salmon burgers. Racks from King's Hawaiian enjoy placement near the refrigerated meats.
In related activity, radio spots position the retailer’s pickup and delivery services as a way to save time when picking up items like “extra buns for the backyard barbecue.” Spots running ahead of the Fourth of July positioned the retailer as a place to get burgers, dogs, toppings and “tips to make the ultimate barbecue” for “summertime social distanced get togethers.”