We saw a social opportunity and turned a little known holiday into a pretty big dill.
INSIGHT
Pickles are more than just a food trend—they’re a cultural phenomenon. They have the ability to spark humor, debate, and even nostalgia. Combine that with their natural ties to existing food trends, and you have a versatile and engaging topic ripe for content creation.
Through social listening and our insights platform, we discovered that pickle-related content consistently outperformed benchmarks, making it a key area of opportunity. We decided to tap into this ongoing conversation to foster social engagement and drive sales of Kroger Brand pickles amongst pickle enthusiasts, casual observers, and downright haters alike.
STRATEGY & EXECUTION
Using the backdrop of an often overlooked November 14th holiday, we launched a bold, high-impact, social campaign for “National Pickle Day” and created polarizing and shareable content across our Facebook, Instagram, TikTok, and Threads channels.
At the stroke of midnight, we kicked off “National Pickle Day” by changing Kroger's profile image across all platforms to a provocative (borderline inappropriate) Kroger Brand pickle image, accompanied by nothing but the hashtag #NewProfilePic. This ambiguous move prompted our audience to question whether Kroger was making a playful statement or if our accounts had been hacked…but that was just the beginning.
Throughout the holiday, we flooded our channels with over 25 pieces of organic pickle content ranging from polarizing pickle opinions and humorous questions to unconventional recipes. Some of our most popular posts are included below.
Our strategy paid off, generating over 10.3M organic impressions across all platforms, demonstrating the power of leveraging cultural trends in a creative, attention-grabbing way.
PICKLE & PEANUT BUTTER ICE CREAM
FRIED PICKLE DIP
PICKLE GELATIN SHOTS
2 INGREDIENT PICKLE CHIPS
BUFFALO RANCH PICKLES
THE RESULTS
The “National Pickle Day” campaign outperformed multi-channel standards for engagement rate and impression benchmarks across every single one of our twenty-five posts.
The campaign received zero paid support from the Kroger brand and zero boosts from celebrities or influencers. This work truly caught fire from organic shares and community engagement.
10.2M
Total Campaign Impressions
408K
Average Impressions Per Post
403K
Total Campaign Engagements
16K
Average Engagements Per Post
3.9%
Average Engagement Rate
