BITE-SIZED RECIPES FOR BITE-SIZED CRAVING

THE ASSIGNMENT

Develop paid social content across Meta, Reddit and TikTok that highlights Kroger’s most-searched recipes in a fresh, unexpected and instantly memorable way.

OUR STRATEGY

Fans of Kroger Brand products love discovering new ways to use their favorite ingredients in delicious & accessible recipes, but social platforms are overflowing with recipe content from countless brands and individual creators. It’s incredibly difficult to cut through and create “thumb-stopping” recipe content.

We broke free of this sea of recipe sameness by developing content that immediately captured your attention & imagination with a “huge” twist on traditional recipe videos.

OUR CONCEPT

Imagine a typical “hands-in-pans" recipe video, but with an unexpected twist. At first glance, viewers see a seemingly ordinary kitchen set-up. But as the action begins, the surprise unfolds: the kitchen is tiny. Every tool, ingredient and detail is scaled down to miniature, dollhouse-like proportions, except for the cook’s hands, which suddenly appear enormous by comparison.

“Tiny Kitchen” grabs your attention through the juxtaposition of scale between the world and the recipe creator turning seemingly ordinary recipes into something extraordinary.

We adapted six mini-recipes from some of Kroger’s top performing dishes and brought them to life using Kroger Brand products. These paid placements delivered a delightful viewing experience that drove traffic to the full-sized, shoppable recipes on Kroger's e-commerce site.