Kroger brings fresh and friendly to life in stores every day, and as the grocer’s Social Media Agency of Record, we strive to put fresh, aspirational recipes from around the world within our fans’ reach. In 2014, Kroger embarked on a series of culinary excursions around the globe with the “Taste Of” series. Over the past two years, we’ve “traveled” to Mexico, Italy, and, most recently, Spain.
Spanish cuisine primarily consists of tapas—or shareable plates—and is less familiar to the Kroger audience than Mexican or Italian delicacies. It was our goal to keep the Taste of Spain content authentic—but realistic— for our busy, working family audience. We enlisted the help of a Spanish cuisine chef from Think Food Group to bring recipes to life through short form video. Other recipe content featured visual “cheat sheet” translations, likening Spanish dishes to familiar American favorites. To further support the campaign, we tapped our community of bloggers to develop their own spin on traditional Spanish dishes using ingredients found in stores. Through this combination of content perspectives, we offered a wide lens into Spanish food in America, and brought the flavors and experiences of traditional Spanish tapas to life over the course of the three-week campaign.
Beyond content support, our Kroger Influencer Council of bloggers and friends at Blog Elevated joined us for our first-ever “Taste Of” Twitter Party, which attracted nearly 200 unique participants. The results surpassed all expectations. Not only did we see a 3600% increase in hashtag usage volume, #TasteOfSpain started trending in Houston and Dallas during the party!
The campaign was a massive success from an engagement and reach perspective, significantly out-performing other “Taste Of” campaigns. Video views sourced the most engagement on Facebook, earning 1.8mm views on that channel alone. Over 644,200 customers engaged with our content, we made over 30 million owned content impressions, and our #TasteOfSpain hashtag reached over 5.3 million fans. With results of this caliber, it’s safe to say the Kroger customers are tapas enthusiasts.