Assignment: Create a digital program that creates loyalty for Kroger and gives shoppers a reason to buy P&G products there.
Insight: The Kroger shopper has a strong connection to those serving in the military. They wish they could do more to recognize these men and women, but their busy lifestyle leaves them without the time to make a meaningful difference.
Solution: We launched “Shake Hands with a Hero,” an online interaction based on Kroger’s own Hometown Heroes microsite, which is dedicated to promoting their USO partnership. Since a handshake and a few words of thanks are the traditional way to show respect for our military men and women, we asked time-starved shoppers to virtually shake the hand of a Kroger employee on active duty, and we rewarded them with P&G savings they could instantly download onto their Kroger loyalty card.