Kroger Is Using a New Shoppable Offering on TikTok to Try and Sell Back-to-School Staples

Grocery chain is the first to test the ecommerce feature

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Kroger is running a campaign on TikTok that lets users shop for its products within the app.

With back-to-school season in full swing, the grocery chain is running a sponsored hashtag challenge, an ad format that brands can use to engage with users by encouraging them to make videos using a branded hashtag. Chipotle, for example, ran one earlier this year asking users to post videos of themselves flipping its burrito bowl lids.

In partnership with four influencers, Kroger is encouraging college kids to post videos of their “cool and essential dorm room transformations” with the hashtag #TransformUrDorm.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in