A Family Welcomes a New Member in Pick 'n Save's Heartwarming Thanksgiving Spot

Grocery Chain Focuses Less on Price and More on Family

By Alexandra Jardine. Published on Nov 16, 2017

Editor's Pick

Grocery chain Pick 'n Save (a division of Kroger) takes a less price-focused, more heartwarming approach to Thanksigiving this year, with a spot about food and family.

The first of two ads by agency Cramer-Krasselt features a cute little Asian boy who seems bewildered by all the preparation going on for Thanksgiving around him. It opens with him sitting alone in a bedroom with a "welcome home" banner and listening to excited shouts from downstairs. In the kitchen, his adoptive mom tells him she's cooking Thanksgiving dinner, and explains what that is. But he doesn't smile until he's sitting at the table and she announces that they have a special meal this year: a feast of Chinese food. She then welcomes him to the family. A second ad features a video call from an absent member of the family brightening up Christmas. Both were directed by Community Films' Matt Smukler.

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Nov 16, 2017
Cramer-Krasselt Chicago
Chief Creative Officer:
Marshall Ross
Pick N Save
Executive Creative Director:
Chris Jacobs
Group Creative Director:
Todd Stone
Ned Brown
Nick Marazza
Art Director:
Maxx Valenti
Timm Gable
Group Account Director:
Eric Ebenhoch
Director, Brand Planning:
Lisa Rios
Campaign Manager:
Jonathon Zylstra
Matt Smukler
Production Company:
Community Films
Executive Producer:
Tiffany Senft
Sound Mix:
Sum 1/Chicago
Audio Engineer:
Robert Marshall
Shawn Ballman

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