doordash+
kroger
branding, paid social, crm
As the lead designer for DoorDash’s largest grocery launch to date, I helped bring the Kroger x DoorDash partnership to life through a unified, full-funnel national campaign. This campaign aimed to drive awareness, trust, and trial—introducing Kroger’s quality and selection to DoorDash’s 18M+ Monthly Active Users and unlocking a 10–15% increase in national potential TAM (Total Addressable Market).
“Kroger’s quality and selection meets DoorDash’s speed and savings.”
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How might we launch one of America’s most recognized grocery brands across nine sub-brands and multiple customer touchpoints, while maintaining a cohesive visual identity that felt both premium and familiar?
The challenge was scale and cohesion:
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9 Kroger family brands, each with unique colors and voice.
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500+ assets across paid and owned channels.
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4-week design turnaround.
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Consistent creative story across multiple seasonal phases (Launch, Thanksgiving, Christmas).​
Design Vision
We wanted to make Kroger feel fresh, celebratory, and trustworthy, while blending seamlessly with DoorDash’s bold, energetic brand world.
The design system had three key principles:
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Familiarity Meets Freshness
Visuals honored Kroger’s established trust and color palette but incorporated DoorDash’s speed, motion, and warmth. -
Seasonal Storytelling
Design evolved through each phase:-
Launch: Announcement-driven, clean typography, grocery photography.
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Thanksgiving: Warm tones, family table visuals, abundance.
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Christmas: Cozy textures, celebratory moments, stress-free messaging.
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Scalable Design System
Modular templates and Figma components allowed for rapid iteration across 9 brands—each localized yet visually consistent.
Creative Execution
1. Paid Social Campaigns
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Designed static and animated assets across Facebook, Instagram, YouTube, and Snapchat.
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Created variations for each Kroger sub-brand + a unified “Family of Brands” treatment.
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Focused on first-order offers (e.g., “30% off your first Kroger order”) and seasonal narratives.
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Developed responsive aspect ratios (1:1, 9:16, 16:9) for platform flexibility.
Outcome: 425M media impressions across paid social and digital channels.
2. CRM & Lifecycle Design
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Designed automated email and push templates that dynamically refreshed based on user behavior (e.g., first-time buyers, cart abandoners).
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Evolved static sends into evergreen automations, allowing the campaign to re-engage new eligible users in real time.
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Created seasonal creative swaps for Thanksgiving and Christmas use cases.
Outcome: reduced ops time for future campaigns and provided an evergreen blueprint for merchant launches.
3. In-App Design
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Designed homepage takeovers, immersive headers, and spotlight units featuring Kroger as the hero merchant.
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Focused on seasonal storytelling through motion, layering photography, iconography, and subtle animations.
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Created 20+ unique in-app surfaces—a +150% increase from past launches.
Outcome: record-high engagement across app discovery surfaces during launch window.
4. Out-of-Home & New Media Formats
Designed creative for new media formats including:
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Digital OOH: Animated placements in airports and urban centers.
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Netflix Pause Ads: Static launch moments designed for stop-and-look attention.
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Spotify Audio Companion Banners: Thematic visuals aligning with grocery occasions (“Hosting Thanksgiving? Get Kroger delivered.”)
Outcome: +220% more impressions than comparable Wegmans campaign.
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Impact
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Delivered 500+ assets in under 4 weeks, maintaining consistency across 9 brands.
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Helped achieve record awareness and new trial metrics within the first month.
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Established a repeatable design system for future grocery launches (2026 evergreen plan).
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Strengthened DoorDash’s grocery credibility through cohesive, premium design storytelling.
Learnings
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Design at scale requires modular thinking: Building flexible templates early reduced creative fatigue and enabled brand customization.
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Seasonal storytelling outperforms static brand messaging: Adapting visuals to cultural moments improved click-through and engagement.
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Cross-functional alignment is design leverage: Partnering with media, CRM, and product teams from day one ensured every asset laddered up to a cohesive experience.
