Kroger Celebrates Latin Flavors Again
What’s new: Kroger reprised the “Latin Flavors” campaign it ran ahead of Cinco de Mayo last year, offering recipe inspiration and sampling products throughout the store.
What we saw: Standees, stanchion signs, table cards, and headers on refrigerated displays and endcaps carried a QR code to direct shoppers to a showcase within Kroger.com. The displays stocked products used in Latin-inspired dishes, among them B&G Foods’ Ortega, Mars’ Ben’s Original and Campbell’s Pace.
Stanchion signs positioned near sampling stations promised “a fiesta of flavor.” Stanchion signs with the QR code appeared in the produce department near dump bins stocking avocados and mangos. Display fixtures in the bakery department were decorated with balloons and stocked mantecadas along with cupcakes and cakes frosted in the colors of the Mexican flag.
Major brands supported the celebration with displays. Grupo Modelo employed a spectacular with a “Corona de Mayo” message grouping together Modelo, Corona and Pacifico beer alongside Proximo Spirits’ Jose Cuervo margaritas. PepsiCo’s Tostitos sold chips and dips on pallet displays using a “Countdown to Cinco” message.
Additional support: The campaign page shared recipes for enchiladas, arroz con pollo, plantain nachos and mango parfaits incorporating products from brands including Gruma’s Mission, Cacique Foods and private label Private Selection. Kroger also shared Cinco de Mayo cooking videos on Facebook, Instagram and TikTok.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
