I led the strategic approach for this Constellation Brands shopper marketing program at Kroger. My work included research, identifying the shopper, occasion, and insight to drive the creative and activation ideas. 

 

Background: Shoppers love the one-stop-shopping experience at Kroger, but they don't feel they get the education they need to make better wine purchase decisions, and even moreso when it comes to pairing with food. Constellation Brands sought to develop a wine and food education program at Kroger with one of its top food-pairing brands, Estancia.

Insight: The hardest part is knowing where to start. Our shopper loves discovering food as much as they enjoy exploring wine, but both categories are equally intimidating with explosive innovation and trends to navigate. They also love to entertain at home, but often don't have the confidence that they've picked the right wine to pair with the right food for their guests. 

The Idea: Leverage shoppers' love for discovery to provide inspiring education on pairing Estancia wines with food for hosting or dining in occasions.

 

"Discover the Art of Entertaining" was developed as the communication platform. A microsite was built at EstanciaWines.com/Entertaining to provide shoppers with inspiration and tips before going to the store. Bloggers through Collective Bias generated their own entertaining ideas featuring Estancia wines to provide organic-feeling content with viewers. In addition, digital banner ads directed shoppers to recipe ideas while reading the Kroger circular online.

 

At Kroger, shoppers could interact with a shelf talk spinner in the aisle inspiring them with unique Estancia wine and food pairings to help them make a more informed decision. In-store demos of Estancia wines were also provided in some Kroger locations to drive awareness and trial.