Using Advertising on Wheels to Gain a Grocery Chain's Awareness
Problem:
In the summer of 2021, Kroger Co. announced that it added former U.S. Transportation Secretary Elaine Chao, who is the wife of Mitch McConnell and served under ex-President Donald Trump, to its board of directors. Accountable.US, a watchdog organization which aims to expose right wing corruption, decided to pursue an impactful out of home advertisement to draw attention to the grocery chain.
“Actions speak louder than words, and Kroger’s decision to elevate a top Trump official complicit in the former president’s anti-democratic and inhumane agenda speaks volumes.”
Solution:
Rising Tide Interactive worked with Accountable.Us to develop an eye catching digital billboard aimed at a Kroger headquarters.
The Billboard was stylized like one of Kroger’s branded advertisements but cheekily played on their tagline of “Fresh for Everyone”. I put the imagery together to mimic their advertisements but immediately be identifiable that something was “rotten” with their business practices but focusing on a bag of moldy vegetables.
We decided to place the billboard as part of a digital out of home experience to garner media coverage by having the billboard literally drive up and park on a busy street in Cincinnati, Ohio - right in front of their national headquarters.
Results:
The campaign was featured as a write up in the online publication courier journal. Read the write up here.
Kroger company acknowledged our billboard as part of their response to the negative publicity.
Role: Lead Digital Designer
Programs Used: Photoshop