Main & Vine

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.
Have more questions? Submit a request

0 Comments

Please sign in to leave a comment.
Powered by Zendesk