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Grocery retailer Kroger just launched its new campaign, "Silence Hunger," using the Super Bowl stage to bring attention to a cause that affects millions of children across America: hunger.
Together with advertising agency adam&eveDDB, the initiative aims to highlight the reality that one in five children in the U.S. struggle with food insecurity.
"Silence Hunger" is marked by a hero spot that features Kroger’s animated brand mascots, the Krojis, in an emotionally charged story about two hungry brothers trying to sleep.
Through simple brand storytelling, Kroger underscores the silent struggle that many hungry children face every day.
Kroger ECD Leroy Groh shared with DesignRush his thoughts about the "scary reality" of food insecurity:
"By telling this story from a child’s point-of-view, and tapping into their heightened imaginations, we’re hoping to make this all-too-common struggle real to viewers and inspire them to join us in our mission to end hunger."
Kroger VP of Marketing Tom Duncan reinforced these sentiments, emphasizing the company’s commitment to addressing this issue.
"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," Duncan added.
Notably, the latest campaign comes as part of the retail giant's "Zero Hunger | Zero Waste" initiative launched in 2017, which has since given over 3.4 billion meals to communities in need and provided $1.5 billion in hunger-relief funding.
When Hunger Strikes
The 30-second spot follows two young brothers in their bedroom at night, with one frightened by what he believes is a monster lurking in the dark.
He looks around the vicinity, eyeing the corners of his room and the shadows projected by inanimate objects.
However, as the camera zooms in, the real source of the noise is revealed: his brother’s empty stomach growling.
The realization hits hard, illustrating how hunger can be an invisible yet powerful forcein a child’s life.
Kroger then reinforces its commitment to the cause, reminding viewers of the 3.4 billion meals it donated to fight childhood hunger — all while inspiring viewers to take action.
With this powerful Super Bowl commercial, Kroger continues its mission to bring much-needed attention to an issue that too often remains unheard.
Meanwhile, Lay's recently unveiled its Big Game spot directed by Taiki Waititi which celebrates potato farmers in the U.S.
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