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

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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.

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