Kroger Tells the “Simple Truth” on TV

Kroger Simple TruthIn mid November of this past year Cincinnati based grocer Kroger announced the launch of its newest Private Brand Simple Truth. Launch components have included an integrated marketing campaign, involving both in-store and online components. In-store communications include branded shelf signs, stanchions in produce and meat sections and front-of-store standees and banners in more than 2,200 Kroger and Banner Brand stores. Online elements include a Simple Truth website and a social media presence on branded Facebook, Twitter and Pinterest pages. The last element is this fully branded Simple Truth commercial- the spot moves well beyond the traditional grocery price/value and attempts to evoke a brand-centric emotive lifestyle. The spot has been in medium rotation on broadcast and cable TV as well as Hulu.

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.