PROJECT OVERVIEW
With a focus on FRESH and seasonal produce, meats and products, content for Kroger’s Main & Vine stores will help attract health-conscious consumers to the new brand. Recipes and articles should inspire customers to live healthier lives, help them explore new foods and nourish their lifestyles — all while feeding the human spirit.
GUIDING PRINCIPLES:
- Live Like a Local: Be transparent about the food source. Connect through being an integrated part of the community in which we operate.
- Fresh Food at the Center: Core of the store should be organic, fresh and unprocessed.
- Share Knowledge and Know-How: Share stories behind the food. Teach people to eat, cook and live well.
- Truly Transparent: Walk the talk — provide sustainability, transparency and authenticity.
- Make it Immersive: Foster discovery, aesthetic and sensory experience, invite people to indulge and linger.
WHO THE READERS ARE:
- Millenials, Gen Xers and Baby Boomers
- Customers who regularly purchase natural foods across a variety of categories — over half of their baskets at mainstream retailers include natural items
- One-stop shoppers
- Health conscious and active
- Focused on family and community
- Technology and social media savvy
- Culinary explorers/learners who want to know where their food comes from
WHAT MAIN & VINE CONTENT IS:
- Transparent: Content should be honest and open in order to help the customer connect to the brand.
- Friendly: The reader should feel like they are talking to a trusted friend.
- Authentic: Content should be honest and simple — “sharing knowledge and know-how.”
- Optimistic: Our reader has a “can-do” attitude and content should reflect an energetic, motivational tone.
- Focused on “Real Food”: Avoid references to or use of “junk food.” Recipes should focus on nutritious and delicious food.
WHAT MAIN & VINE CONTENT IS NOT:
- Negative or Judgmental: Content will not be negative in nature towards the customer or the Kroger family of stores.
- Complex: Language should be simple and accessible to the layman, but not too casual as to undermine trust.
ADDITIONAL EDITORIAL RULES:
- All content should be written in second-person.
- All content should have a fun and personable voice.
- Tap into emotions/senses to illustrate the feeling or idea behind the customer’s purchase.
- When referencing any Kroger-branded product, please capitalize it. (ex. Simple Truth)
- Use short words and sentences.
- Copy should always be targeting the customer.
- All recipes should be written using AP style.
ADDITIONAL RECIPE RULES:
- All recipes should be written using AP style.
- Write out every measurement except pounds and ounces.
- Should always be ‘Tbsp.’ and ‘tsp.’ and ‘cup,’ but always lb. and oz.
- Degrees to be written like this: 350°F, with no spaces.
- Simplify or clarify recipes where possible. Combine steps whenever each step is very short.
PHOTOGRAPHY GUIDELINES:
- Photos should engage and inspire customers. Style and aesthetic should be natural and organic, with a touch of aspirational and trendy.
- Color scheme should focus on a natural color palette with the exception of the food, which should be bold and vibrant.
- When shooting, use natural lighting. Avoid heavy “flash-filled” images or studio-lighted scenes.
- Use salad-size plates rather than a full-size dinner plates. Shapes of the plates should vary. Avoid any bright colors such as red, yellow, etc.
- Ensure the platter or background elements do NOT distract from the subject. They should support the food.
- Stay away from any sharp knives. Napkins, utensils and glassware are acceptable.
- 3000 x 2000 images.
- All shots should be a top down view.
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