Case Studies

Kroger Advertising

191,971 Pounds of Food Donated!

Each Holiday Season, Kroger runs its annual food drive across the Southeastern region of the US. Looking to raise non-perishable food items for local food banks, Kroger needed an effective in-store POS campaign to inspire its customers to contribute to the food drive. In order to capture the attention of holiday consumers, Hothead Studios utilized a bright color palette to allow the point-of-sale pieces to stand out among the masses of red, white, and green holiday-colored store items and signage. Research analysis shows that using non-holiday colors increases visibility and awareness; therefore, Hothead wanted to use such colors as orange and crisp blue to draw the eye to the Can Hunger display. Hothead's distinct Can Hunger display increased monetary and food donations an average of 29% over 2005's numbers. In some locations, donations increased up to as much as 57%! The local Atlanta market alone raised 191,971 pounds of food. 2006's Can Hunger contributors saw Hothead's point of sale designs loud and clear.