Kroger mastered everyday low prices–so well, in fact, they remained a commodity at the expense of their brand. The response to this campaign proved that emotional storytelling is an important part of winning the grocery games. In fact, so many people reported being moved to tears that Kroger offered special coupons for tissue.

Creative Director/Copywriter: Cassandra Anderson

Art Director: Marilyn Kam

Copywriter: Rodrigo De Castro