Reggie Case Study: “Get Low”

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09/07/2021
graphical user interface

Marketer: Kroger

Agency: DDB New York

Reggie Categories: Sponsorship or Licensed Property Marketing (Silver); Content Marketing (Bronze)

Kroger’s answer to Walmart’s long-standing vice grip on the value customer could be summed up as, “When they go low, we go lower.”

In a year of economic hardship brought on by the pandemic, Kroger seized an opportunity to attract budget-sensitive shoppers with insider tips on how to save money on high-quality food — ultimately at prices even lower than those of Walmart. Kroger sought to develop a playful campaign that could break through an emotionally heavy advertising landscape and draw shoppers’ attention to multiple ways to save with the retailer: manufacturer coupons, promotional deals, Fuel Points and digital tools, including the Kroger app.

To bring its “lower than low” idea to life, Kroger worked with agencies Hornet and DDB New York to leverage the 2007 hip-hop song “Low” by Flo Rida. An animated spot featuring the catchy tune and signature “getting low” dance move — flawlessly executed by an endearing group of characters perusing grocery store aisles — became a fun and memorable way to educate shoppers on the various savings methods at Kroger.

The campaign launched in August 2020 across Kroger’s paid, owned and earned media channels, with ads appearing in broadcast TV, radio, out of home, online video and social media.

Kroger paired the campaign with targeted digital media tactics to drive customer action and leveraged messaging across proprietary marketing vehicles (e.g., POS, Kroger digital platforms, circulars, direct mail and email). Where possible, the campaign’s messaging was tied with relevant savings offers tailored to a given individual or audience, providing an even more personalized experience.

Get Low is one of the most successful Kroger campaigns in recent history. Kroger’s overall dollar share increased by 3.4%, primarily at the expense of mass/club retailers, during the period. The campaign generated three times the recall rate versus competitors and delivered the second-highest ROI ever for the company.

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