PARTNERSHIP CAMPAIGN
Kroger + Immune
Deficiency Foundation
Services
Brand Collaboration Strategy
Messaging Development
Art Direction
Visual Identity
Brief
Our strategy united two mission-driven brands around a shared commitment to inclusion, transforming everyday grocery shopping into a platform for visibility and community support. We created a campaign that authentically represents the immunocompromised, seamlessly integrates with existing brand assets, and reinforces both partners’ core values—making adoption natural and impact immediate.
Solution
We developed a unified campaign identity that celebrated the immunocompromised community while aligning seamlessly with both brands’ established visual systems. The design leveraged Kroger’s recognizable Kroji characters, refreshed with inclusive storytelling and a symbolic sparkle motif to replace exclusionary cues. Messaging reimagined “Fresh For Everyone” to directly affirm the needs of immunocompromised shoppers, reinforcing belonging and visibility. This approach ensured authenticity, reduced implementation barriers, and delivered a cohesive, emotionally resonant experience across digital, in-store, and community engagement channels.
Bound by Shared Values
At the core of this partnership was a mutual belief: everyone deserves to feel seen, supported, and included. By aligning one brand’s dedication to nourishing communities with the other’s mission to uplift the immunocompromised, we created a unified vision that translated overlapping values into a clear, compelling campaign message with genuine emotional resonance.
Redefining “Everyone”
Kroger’s iconic “Fresh For Everyone” tagline was reimagined to emphasize inclusivity for all—especially the immunocompromised community. Featuring immunocompromised individuals as part of the larger Kroger family reinforced that they are an integral part of the community, echoing the Immune Deficiency Foundation’s mission to foster connection and belonging for those often isolated by their condition.
Seen and Included
Seen and Included
Where an asterisk might traditionally signal a footnote or exception, we introduced a sparkle—transforming a symbol of exclusion into one of celebration. This small but powerful design detail serves as a radiant reminder that everyone deserves to be seen, valued, and welcomed.
A Natural Fit
A Natural Fit
To ensure the concept felt both familiar and feasible, we incorporated Kroger’s existing Kroji characters into the campaign. Building on assets the brand already embraced made the partnership feel authentic, lowered barriers to implementation, and created a visually cohesive experience across platforms.
