If you enjoy the thrill of finding sale/discounted items, collect an obnoxious amount of reusable totes, or know how to thump watermelons to get the juiciest one…THEN YOU’RE A GROCERYHEAD!

And according to ChatGPT’s definition:

“A groceryhead is an informal term often used to describe someone who loves grocery shopping, exploring new food products, and spending time in grocery stores. Groceryheads are often food enthusiasts who enjoy discovering fresh ingredients, specialty items, or good deals. They might also be drawn to the experience of browsing aisles, comparing products, and thinking creatively about meals or recipes.”

Now you understand “groceryheads” as a term and lifestyle, why does Chrissy Teigen get the street cred as the “Ultimate Groceryhead”?

It’s quite simple: “[she] f*cking loves the grocerystore”. That’s an actual tweet Chrissy posted after paparazzi photos caught her at a Ralph’s grocery store pushing an overflowing shopping cart - just like us.

So Chrissy Teigen and Kroger teamed up to create a social campaign about her backstory and humble beginnings on how she became the Ultimate Groceryhead. We scripted, shot, and captured a “73 Vogue Questions” style origin story, an editorial photoshoot, additional organic social content, and a whole lot of BTS.