Kroger
Kroger cooked up a winning holiday strategy
Kroger found the perfect recipe to reach holiday shoppers, driving an 11.6% increase in awareness1
The holiday season is a whirlwind of festive cheer and delicious food—and a prime time for grocery brands to connect with shoppers. Recognizing this opportunity, Kroger set out to become the go-to destination for all things holiday meal-related. Their secret ingredient? A savvy Pinterest campaign that blended mass reach with a personalized touch.
50%
completion rate on the recipe-themed Quiz Pin Extension2
+11.6%
lift in awareness from people exposed to Premiere Spotlight in Search1
67%
lower CPM than estimated for Premiere Spotlight in Search1
It all started with a data-driven strategy. Kroger knew Pinterest was a natural fit because it reaches so many food shoppers, holiday planners—and the people who do both and are on Pinterest weekly.3
Kroger saw the potential to forge a deeper connection with shoppers as they planned those special gatherings. After collaborating with their Pinterest team and agency Dentsu, Kroger decided to try several newer ad formats: Premiere Spotlight video ads, Showcase ads and a Quiz Pin Extension in partnership with Jebbit.
Spotlight ads placed Kroger at the top of people’s search pages and home feeds, ensuring maximum visibility. Meanwhile, the Showcase ads and interactive Quiz ads gave shoppers a more interactive experience. Showcase ads helped them explore different options to find what’s right for them, and the Quiz Pin Extension provided users an immersive way to receive personalized product and recipe recommendations.
“
Pinterest's guidance and willingness to innovate alongside us gave us the confidence to launch a groundbreaking campaign. The results speak for themselves, and we’re really proud of our impact on Pinterest.”
Kay Vizon
Director Integrated Media, Kroger
Kroger's efforts paid off in a big way. Premiere Spotlight in search achieved a remarkable 11.6% lift in awareness.1 They also saw a 5.4-point lift in brand association, positioning Kroger as a trusted partner in meal planning.1
Engagement soared too, with a 30-second average spent per Quiz Pin Extension, and a 50% completion rate.2 In all, Kroger’s campaign offers a recipe for success for brands looking to help maximize their reach on Pinterest.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Try Premiere Spotlight for brand awareness during key moments like the holidays.
Get interactive. Quiz Pin Extensions are a fun way to make your campaigns engaging and personalized.
Maximize impact with full-funnel campaigns: Multi-objective campaigns can help you reach your audience at every stage in the path to purchase.