Kroger is more than the nation’s largest grocery store chain, and when we started working with them, they were listed as one of American’s most generous companies – giving 10.9% of their profits back to the community. It was wonderful working with them to develop purpose and help others see how much they give back, particularly once their CSR aligned more closely with their purpose and their existing partnership with Feeding America to create the Zero Hunger Zero Waste program.
After our initial purpose project, the culmination of which is the purpose video, BrightHouse was hired on retainer to prepare assets internally from posters to graphics to yet more videos. After that, and the incredible success of the purpose pilot which was rolled out nation wide, we helped on numerous projects from creating a new experimental store called Main and Vine to a new clothing line.
I have a lot of inspiring stories to tell about Kroger’s commitment to their people and about our work with them – including how some senior executives carried my purpose narrative around in their pocket. As the Senior Writer for these projects, and later ACD, (because we worked with Kroger for about 4 years) some of my favorite lines were written for Kroger – like Full hearts fill carts, and of course, Feed the Human Spirit. You may find some of them in your local Kroger if you look hard enough.
The password is cullers.
Next, we helped Kroger create the story, design and name for new store concept dubbed Main and Vine.
Next, we helped them create the story, design and name for a new clothing label. Click to see the presentation:
Next time you’re shopping at your local Kroger, look around!
