Kroger, Pinterest Bring Inspiration to Mealtime
Kroger Precision Marketing (KPM) is giving brands a new way to showcase their products with recipe and meal content in a fully shoppable format, according to a Feb. 16 KPM blog post.
KPM's Pinterest Collections Ads enable consumers to add items to their Kroger App cart straight from Pinterest with just a few clicks.
Kroger and its retail media arm recognize the power of trending recipes on a social media platform like Pinterest. Pinterest Collections Ads were designed to turn the searches and clicks into shoppable moments, driving conversions while providing user-friendly experiences that feel native to the platform.
As shoppers browse recipes, brands become part of the meal-planning process, which then translates to sales. Users can easily add products to their Kroger cart directly from the platform, which encourages basket-building.
From seasonal recipes to festive decor ideas, Pinterest has become a go-to resource for many types of consumers. A recent study showed that 41% of platform users started building their holiday gift lists as early as October, giving brands more opportunities to connect with shoppers who are already in a holiday mindset.
The program will also feature brands’ new flavors or line extensions. The retailer says Pinterest Collections Ads give newly released or limited time products an advantage by placing them next to the most relevant recipe and food inspiration content.
Finally, Pinterest Collections Ads were designed to drive trial and adoption by putting companies’ products in front of new households as they explore meal ideas that pair with their brands. Executives are encouraging brands to put their brands in the right context to be seen by shoppers, saying it will help new households discover, try, and start building habits around their brands.
