Kroger: Dirt Bags

 

The question: "How do you get people to compost?"

The answer: Trade out plastic bags for compostable bags. Dirt Bags are labeled with simple instructions on what and how to compost. The Dirt Bag will replace ALL plastic bags in Kroger stores.

Dirt Bags will be advertised in-store and in weekly ads. The Kroger app will show urban gardens and other drop-off locations accepting Dirt Bags. Kroger Dirt Bags are an opportunity to "be green" as many competitors have successfully taken environmental initiative .

Target Audience

Men and Women 24-35

Key Message

Dirt Bags make composting easy.

Insight

Millennials are "being green" starting recycling and composting habits.

When given the tools composting can be easy.

dirtbag.print
dirtbag.print
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Print ad mock up
Print ad mock up
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dirtbag.instore2
dirtbag.instore2
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In store mock up
In store mock up
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Mobile app
Mobile app
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Art Director: Jennie Jarzabek // Copywriter: Rachel Hornay