ADC Awards
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Learn more about ADC105
Category
Social Media / Twitter
Annual ID
ADC_INT21_063M
About the Work
Chefbot is a first-of-its-kind AI tool that helps people make the most of the ingredients they already have by finding recipes which use those ingredients. For users, it’s as easy as snapping a photo of their ingredients, tweeting the photo to @KrogerChefbot on Twitter, and cooking one of the recipes Chefbot replies with. For Kroger, it meant teaching visual artificial intelligence to recognize over 2000 ingredients, from millions of photos and match them with the staggering 20,000 recipes Kroger’s in-house chefs have written over the years. All of this takes place within a single, e-commerce-integrated social platform.
Chefbot gives the average family the ability to save $1,500 worth of groceries and 250 lbs of food per year.
As more people use Chefbot, its intelligence grows, creating not only a better product, but new opportunities to reach new customers at massive scale. We supported Chefbot’s launch with a full marketing ecosystem, creating the Chefbot Kroji who starred in our how-to videos and social content. Our launch also included influencer partnerships with famous foodies and novice cooks, showing how easy Chefbot is to use and inspiring social media users to use Chefbot to reduce their food waste.
Chefbot is Kroger’s most successful social campaign ever and has generated the most conversation in Kroger’s 137 year history. Chefbot is still going strong, getting smarter and more helpful with every ingredient it sees.
Chefbot gives the average family the ability to save $1,500 worth of groceries and 250 lbs of food per year.
As more people use Chefbot, its intelligence grows, creating not only a better product, but new opportunities to reach new customers at massive scale. We supported Chefbot’s launch with a full marketing ecosystem, creating the Chefbot Kroji who starred in our how-to videos and social content. Our launch also included influencer partnerships with famous foodies and novice cooks, showing how easy Chefbot is to use and inspiring social media users to use Chefbot to reduce their food waste.
Chefbot is Kroger’s most successful social campaign ever and has generated the most conversation in Kroger’s 137 year history. Chefbot is still going strong, getting smarter and more helpful with every ingredient it sees.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
360i
Client / Brand
Kroger
Associate Creative Director
Jenna Zink
Michael Palma
Chief Creative Officer
Menno Kluin
Chief Strategy Officer
Raig Adolfo
Creative Director
Andrew Hunter
Doug Murray
Design Director
Brian Gartside
Executive Creative Director
Frank Cartagena
Michael Schachtner
Sam Shepherd
Executive Producer
Carly Salaman
Glen Hoffman
Kristina Kane
Art Director, Social Creative Lab
Brittany Ellison
Associate Content Director, Social Creative Lab
Ivan Burguete
Associate Director, Social Marketing
Valentina Bettiol
Associate Motion Director, Social Creative Lab
Kelly Bray
Copywriter, Social Creative Lab
Julia Heydemann
Sage Lucero
Group Director, Social Creative Lab
Peter Wood
Junior Art Director
Colin O'Shea
Junior Copywriter
Patrick Lapera
Junior Designer
Luis Valencia
Senior Composer / Mixer / Sound Designer
Eddie Cooper
Senior Copywriter, Social Creative Lab
Robert George
Senior Designer
Sophia DelPlato
Senior Producer
Adrienne Darnell
Social Strategist
Kathryn Saultis
VP of Social & Influencer Marketing
Kristin Maverick
Account Director
Katie Bollock
Account Supervisor
Brittney Rossi
Animation Partner
Hornet
Associate Media Director
Kendra Clune
Brand Building Social Strategy Lead
Curtis Midkiff, Jr.
Coordinator, Influencer Marketing & PR
Maci Bourgeois
Development Partner
Coffee
Director, Audience Activation
Erika Mahon
Director, Brand Building
Emily Hartmann
Director, Kroger Media
Kay Vizon
Food recognition API
Clarifai
Group Account Director
Ashley Keetle
Head of Experience Design
Patrick Callow
Head of Integrated Production
Carissa Ranelycke
Manager, Influencer Marketing & PR
Emily Rizzo
Media Partnership Manager
Kim Vidler
Media Partnership Strategist
Ashley Brown
Media Platform Manager
Marley Warholak
Platform Partner
President
Abbey Klaassen
Senior Manager, Influencer Marketing
Nhya Ciborowski
Senior Manager, Media Planning
Marisa Cranswick
Senior Media Planner
Shanelle Cook-Ries
Senior Project Manager
Laura Steele
Social Media Manager (Influencers, Publishers & Emerging Platforms)
Casey Smith
Social Media Manager, (Enterprise Content Strategy)
Jon Thompson
Supervisor, Audience Activation
James Kiss
Janetta Davis
VP, Marketing
Amanda Rassi
VP, Strategy
Bruno Cunha
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