Kroger Crowns Chrissy Teigen ‘The Ultimate Groceryhead’ in New Campaign

Do you love spending hours at the grocery store, exploring the latest food trends or picking out the freshest ingredients for your next meal? If so, you might just be a 'Groceryhead' yourself.

A 'Groceryhead' is someone who thrives in the aisles of their local supermarket, finds joy in discovering new products, and loves to get creative with new recipes. Whether it’s the thrill of spotting a trendy snack or searching for the best deals, Groceryheads recognise that grocery shopping is more than just a task, it’s an experience. Kroger coined the term to celebrate those who take pride in grocery shopping, especially at their stores.

Just in time for spring and summer BBQs, Kroger is launching 'The Ultimate Groceryhead,' a social campaign in collaboration with Dentsu Creative, which aims to not only help Groceryheads self-identify, but to unite them with a likeminded community.

It all starts with the ultimate Groceryhead, Chrissy Teigen, who, through a social content series exemplifies what it means to be a Groceryhead, and why (if you’re watching), you’re probably one too. Throughout the social campaign, Chrissy (and Kroger) will answer burning questions, break down her favourite products and reveal some grocery-loving truths that the Groceryhead community will relate to.

The social campaign launches this week, running across YouTube, TikTok, Facebook and Instagram.

Chrissy Teigen commented, "Some people like coffee, some people meditate, I love love LOVE the grocery store. So, when Kroger reached out and asked me to collab with them it just made so much sense. I'm a HUGE Groceryhead. It's exciting to be part of this group of folks who identify themselves as grocery lovers just like me. Groceryheads forever!"

Madlenne Kramer, creative director, Dentsu Creative said, “Real fandom doesn’t need to announce itself - it shows up in behaviour. Groceryheads don’t just say they love grocery shopping, they live it. They shop multiple times a week, return stray items to their rightful shelves, and treat cart returns like a sacred ritual. That’s what being a Groceryhead is all about. And Chrissy Teigen? She embodies the ultimate Groceryhead.”