The website and stores have done a great job of getting this campaign out in the open. The first thing you see after typing www.kroger.com is a big pink box which offers a small amount of information regarding the campaign. For a more extensive explanation, viewers simply click a link that says "view participating products."
The PR people at Kroger are simply genius. Yeah, yeah, it's PR how hard can it be? VERY. These are the people who control whether or not something is interesting and eye-catching. Do I want to spend more time learning about the "Fill Your Cart with Hope" campaign? Yeah, I do because I'm helping someone else while I'm helping myself. See, I can do two things at once.
The only thing I would consider changing about the look of the website is that I would make the entire homepage about the campaign. I would make it so in order to get to the regular website you would have to click an assigned link on the page that redirects you. If I worked for Kroger I would make this a huge deal. After all, it IS a huge deal. Maybe there is not enough awareness about "Fill Your Cart with Hope." Sure there's a box on the homepage, but maybe customers don't even look at that part of the site, maybe they immediately scroll down to the bottom for coupons and special offers. I think Kroger should be a little more..loud..about the campagin without turning it into something obnoxious that people aim to avoid.
