In 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.