NOT YOUR AVERAGE HEALTHCARE CAMPAIGN
THE CHALLENGE
Unlike other brands, Kroger Health is a collection of services with multiple touch points and priorities of communication. Awareness of their offerings is low, and Kroger Health is viewed as just another store department, lacking the expertise to care for patients’ individual needs and concerns.
THE INSIGHT
Our current healthcare system is broken. It treats people like a number on a chart and makes them feel like nothing more than an average patient. But when it comes to their healthcare journey, people want to feel special, unique and heard. Because healthcare is personal.
THE SOLUTION
We made healthcare personal by treating our patients and their stories like they’re anything but average and by changing the conversation about what healthcare is, what it looks like and what it means to the people we serve. We showed the world what a more proactive and less reactive approach to healthcare looks like. To do this, we started by partnering with the least average Joe we could find.
OUR STRATEGY
We set out to reimagine Kroger Health as a performance brand because regardless of what you do in life, we all need to perform at our best.
After all, with a variety of programs and services ranging from pharmacies to dietitians, Kroger Health is able to address our patients’ unique needs with a customized approach to care. Treating them like individuals (not numbers in a case file). We launched our campaign by partnering with one of the world’s most high-profile athletes, Cincinnati Bengals starting quarterback, Joe Burrow who has had his own very public healthcare journey since entering the NFL.
OUR EXECUTION
Once we understood that Joe Burrow’s own journey, mission and beliefs aligned to Kroger Health’s mission of helping people live healthier lives, we began setting the stage and telling the story of Joe’s own comeback to football after a devastating knee injury (which almost ended his career before it ever got started).
We focused on Joe leaning on the people around him to teach him about the importance of proactively caring for his body, learning about how food can heal, and leveraging the expert and credible care he has in his own neighborhood grocery store to come back even stronger, leading his team to multiple playoff appearances and a Super Bowl.
TEASER VIDEO
We generated excitement for our partnership with Joe and began telling the story of his own personal, healthcare journey. The teaser launched just in time for the start of the NFL preseason and quickly became one of the highest performing social posts in Kroger’s social media history.
NATIONAL TELEVISION
After the initial buzz of the teaser video on social media, we launched a 30-second spot on national television in multiple markets during NFL games, syndicated shows and special events. The 30-second spot was a cut down version of the full-length video, highlighting the personalized care that Kroger Health provides for people like Joe (and so many others in the community).
OUT-OF-HOME
We also used strategic out-of-home placements to support the campaign and continue showing people what it looks like to be anything but average. Leveraging both digital billboards in multiple markets and wallscape spaces in Joe’s hometown of Cincinnati, we amplified our mission statement with one simple message: You’re not average when it comes to your healthcare.
SOCIAL
Supporting content ran on TikTok, Facebook and Instagram to generate buzz, drive awareness and encourage participation from not only our followers, but also Joe’s fanbase. The result was the most engaging content in the history of not only Kroger Health, but Kroger in general. We strategically released content to last the entirety of the 2023 NFL season. This included story ads that spoke to the combined mission of Joe and Kroger Health, behind the scenes interviews to get to know Joe at a more personal level and giveaways to our followers in support of Joe’s Charitable Foundation.
THE RESULTS
Like Joe Burrow’s NFL career, Kroger Health is continuing to set and break records for the “Not Your Average Joe” campaign. Over the course of the campaign, we saw a record-setting lift in overall engagement with the brand. All content related to the campaign sent our metrics skyrocketing, increasing our impressions above pacing by 52% and accounting for 40% of the entire year’s collaboration impressions and engagements.
126%
Above Facebook Impression Benchmarks
21,019%
Benchmark Increase For Teaser Reel
1M
Impressions For Teaser Content Alone
196%
Above Facebook Engagement Benchmarks
200
Number Of Benchmark Posts Needed To Achieve Teaser Performance
