Kroger Takes to the Super Bowl to Tackle Childhood Hunger

Kroger is harnessing the spotlight of The Big Game to launch a new campaign that raises awareness around childhood hunger with their impactful new ad titled 'Silence Hunger.' Supporting its signature Zero Hunger | Zero Waste impact plan, the ad features the beloved Kroger characters, the 'Krojis,' while shedding light on a sobering truth: One in five children in America go to bed hungry.

The 'Silence Hunger' spot portrays two brothers struggling to fall asleep. One believes a monster is lurking in their room, when in actuality, the real 'monster' turns out to be the growls of hunger from one brother’s stomach. This poignant ad delivers an urgent and timely message that too many children across America don’t know where their next meal is coming from.

Brynna Aylward, chief creative officer at adam&eveDDB North America said, “We are proud to continue our collaboration with Kroger on this powerful campaign. It’s not every day you get to work on a campaign that highlights real lives and real challenges. The ad serves an emotive message... and I hope Super Bowl viewers take a pause from the exciting game and feel inspired to end childhood hunger.”  

Tom Duncan, VP, marketing at Kroger said, “Every day, our associates donate fresh, surplus food in the communities where we live and work. These donations alongside charitable giving support local food banks that provide food for our neighbours in need. By shining a light on childhood hunger during one of the biggest cultural moments of the year, we are inviting our customers to join us to ensure no child goes to bed hungry.” 

The ad will air regionally in key geographies, including Cincinnati – home of Kroger’s headquarters – as well as Arizona, Georgia, Texas, Washington and more. 

Through this moving ad, Kroger hopes to inspire viewers to get involved and join the mission to end childhood hunger for good. Since launching Kroger's Zero Hunger | Zero Waste impact plan in 2017, the retailer has directed more than 3.4 billion meals to nourish communities and provided $1.5 billion to support hunger relief, including nearly 700 million pounds of surplus fresh food donations from stores.