“Fresh not fussy” was our gospel when it came to content for Kroger. Food and recipes needed to look delicious and not overly-styled, because making a little mess is the best part of cooking.

So Spooky it needs its own backstory…

Halloween is one of my favorite holidays. For Kroger, they wanted to highlight recipes and decor that you could get from their stores. We created two amazing tablescapes, one catering to traditional spooky vibes and the other was a last-minute pivot based on pinterest reports that pastel halloween was trending this year. Yeah, I don’t get it either but the people want what they want. From these two set ups we managed to create a plethora of content, all catered to different platforms.

People really seemed to dig it, especially on pinterest, where we our carousel benchmarked +305% higher ER and -35% lower CPC, our pastel talking pin got +26% higher ER and +38% hight CTR and our spooky table had a +16% higher completion rate.

The shoot was also one of my favorites with some on-the-fly thinking. We felt our spooky set background needed a little somethin’ somethin, so we ran outside and hacked down some branches. It was also my first shoot working with a food stylist, videographer and prop stylist.

Tailgate…

Pretty much explains itself.